28 ihr > DECEMBER 05

COMPANY_PROFILE

his year, Market-Wise celebrates a decade of growth since

its emergence in 1995 and has established itself as a

reputable corporate supplier and advisory in the industry.

The bulk of the company’s success can be attributed to

its president and founder Stephen Lukawski who is not

only seeking profitability, but placing his principal focus on consumer

safety, environmental sustainability and product efficacy. Such ethics,

coupled with Mr Lukawski’s passion for helping others and confidence in

the competitive marketing arena, has resulted in ongoing annual growth

rate, which is keeping pace with the rest of the industry. The company has

also managed to acquire a cluster of exciting North American

ingredients. As the exclusive Canadian marketer and distributor of Cran-

Max and the Bio-Shield product line of proprietary infused fruit

powders, including Blue-Max, Bil-Max and Elder-Max – this company

has proven its consumer pulling power and has more science-based

ingredients planned for release next year.

QUALITY FROM THE GROUND UPMarket-Wise has successfully demonstrated its abilities in strategic

planning, product development, brokering, research and marketing since

the day Mr. Lukawski launched the business.

His mix of education and experience in sales and marketing, and a newly

found interest in botanical agriculture, proved ripe for success. Mr.

Lukawski was spurred when his close friends began cultivating ginseng and

he realized the potential in the industry. “I basically started from the

ground up, first working with the growers to set quality assurance

standards that met or exceeded the Canadian government food regulations

and then worked with the manufacturers to supply botanicals that are safe

and effective,” he said. “Right from the start, safety and efficacy were the

first priority and to ensure that we had science behind the product I

partnered with universities and researchers to achieve that.” The most

significant partnership is with the Guelph Food Technology Centre, an

independent, industry-driven, not-for-profit organization which assists

food and nutrition companies to improve their competitiveness and

profitability. This is achieved by aiding them to develop new products,

design new processes, train their staff and implement safety and quality

systems. Market-Wise established a laboratory in which scientists test the

ideas brought to the company by manufacturers. “It’s there for

manufacturers to bring their ideas to the market, I take their ideas to the

Guelph Food Technology Centre and work with other companies, such as

Little Ford Day, to develop them into nutritional food products,” he said.

“We encourage companies to do research and development because the

value of what we are trying to do as marketers is hidden behind the science.

If I can show manufacturers that we’ve done this testing and can show that

this material is of value as a dietary supplement then they start to listen.”

Mr Lukawski said the company extends the research by testing the

whole spectrum of ingredients to create value-added botanical

ingredients and ranging formulations. “I bring together growers,

researchers and manufacturers who all want science-based ingredients to

be the future for the industry,” he said. “We undertake research in new

fields such as enhanced delivery systems, micro-encapsulation, drying

techniques, blending and milling and bio-availability – all the latest

science, which improves the absorption of products once they are

consumed as well as their overall quality.”

The first success for Market-Wise came when the company developed

Canadian ginseng root into value-added products, which helped put the

ingredient on the map as this new category was being established in

Canada. Market-Wise took on the marketing and brokering of ginseng at

T

ScienceFirst:Market-Wise setsstrict standards

Market-Wise president Stephen Lukawski

From the farm gate to the finished product Market-Wise is a corporatesupplier and advisor to the industrywith an enviable focus on qualitycontrol. By Taryn Lloyd

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COMPANY_PROFILE

a time when most of the root being farmed was exported to Hong Kong and

was not widely consumed as a dietary supplement. From there he went on to

promote other Canadian-grown herbs such as echinacea and also started to

focus on fruit and vegetables with a primary concentration on cranberry.

Working with U.S. manufacturer Cape Cod Bio-Lab and Insure Your Health,

Market-Wise launched the first all-natural 100 per cent cranberry formulation

called CranMax. Market-Wise owns the marketing and distribution rights for

CranMax in Canada and has worked to make it the number one clinically-

proven ingredient out of all cranberry products. “I’m really excited about that

because we are out there working dilligently to promote technology and bring

the science of CranMax to the forefront. This shows that the industry is calling

for scientifically-backed ingredients. An example of this are companies such as

Swiss Herbal Remedies who have enjoyed tremendous sales of CranMax as a

result of their commitment and support to ongoing research.”

As well as the commitment to science, Market-Wise has an environmentally

conscious attitude to agriculture and is establishing new agricultural standards

through the program—Growers Quality Assurance (GQA). The GQA is a

symbol assigned to growers which meet quality standards which exceed

Canadian government standards. “With the assistance of manufacturers, I

created this GQA program in the beginning and the business took off from

there. What this program does is give consumers confidence that the product

and all its ingredients have been audited and inspected at all levels to ensure

that purity, potency and quality are achieved. With GQA, manufacturers and

consumers are assured that these raw materials have been tested for such things

as heavy metals and pesticides. I personally go onto farmer’s properties and

ensure they are meeting very strict quality standards.” The company has also

created an affective bio-wash system which cleanses the herbs extensively to

remove any chemicals. Well water on the properties is also treated so it is

purified and free from chemicals which can leak into the soil. “While science is

important, it is also imperative that we monitor quality from the time of

planting until the product hits the shelf.”

THE SECRET INGREDIENTS OF SUCCESS“To create a winning product you have to have a winning team and the retailer

is a vital component of that team,” according to Mr. Lukawski.

He said his company is constantly developing new consumer, retailer and

professional awareness and education programs which help retailers sell the

product once it’s on the shelf. “You have to have cooperation amongst the

retailers, the distributors, manufacturers and suppliers – it takes a combined

effort for a product to be successful. While I believe the science is the key to the

selling of the product, before the product can be sold at retail level, there must

be a distribution channel in place and marketing program that promotes brand

awareness. Once it’s on the shelf both the manufacturer and the retailer need

marketing support to generate sales. And that’s where we come in with push-

pull marketing concepts.” One example of that is the company’s current

contracting of media relations professionals to get their range of ingredients

into trade and professional publications catering to doctors, pharmacists and

naturopaths. In doing so, the company is ensuring that those recommending

products to consumers are confident recommending them. The company has

also developed some marketing initiatives to entice the consumers. “In the

beginning of the new year, we are going to launch a trip for two to Cape Cod for

people who purchase our cranberry ingredients”, said Mr Lukawski.

“This is attractive for consumers and means retailers have another

tool when attempting to sell these products.”

Another unique marketing initiative expected to boost sales is its

free book give away offer valid for every cranberry product sold. The

two books which will be on offer are valued at about $9 per copy.

The Beauty of Berries by Lisa Petty and Benefits of Berries by

pharmacist Sherry Torkos will be distributed through health food

stores and pharmacies. Mr Lukawski said the book promotion will

not only attract more sales for retailers but consumers will become

more educated on the efficacy of berries overall. He said effectively

educating consumers and professionals is the way to sustain growth

in the natural health products industry. Market-Wise also liaises

with retailers at certain trade shows including the Canadian Health

Food Association Expo East, where it had a booth.

BRIGHT FUTURE AHEADNext year, Mr Lukawski promises the company will launch an

exciting new line of ingredients . With ongoing exploration and

testing of ingredients from around the world—the company has

much to offer well into the future.

“The future plan is to channel the course that we are moving

towards today and stay focused on doing what we do best - which is

marketing the science,” he said. “Without the science and strict

quality-control standards, I don’t think we or the industry is going

to grow. I look forward to the new Canadian health regulations and

working hard to help people live longer and healthier lives.” Mr

Lukawski said he is also looking forward to new partnerships with

companies who also place quality, safety and efficacy first. “We need

to continue to work with manufacturers who have a vision of

science and a continued passion to develop innovative research-

backed products that will improve the overall general health and

well-being of the consumer.”

COMPANY NAME: Market-Wise LOCATION: 7171 Appleby lane, Milton, ON . L9t 2Y1PHONE: 905-878-9952FAX: 905-878-9912EMAIL: stephen@marketwisenutrition.comWEBSITE: www.berrymax.comKEY PERSONNEL: Stephen Lukawski - CEO and presidentTom Conwell - Account ExecutiveJeanne Boyce - AdministrationDennis Glavin - MarketingSerge Breton - Account Executive - QuebecAllen Mannen - Research and Development

AATT AA GGLLAANNCCEE

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