2009 Education Award: Pharmavite
Jan 1, 2010 12:00 PM
Pharmavite counters negative press and boosts SOYJOY sales through comprehensive education campaign aimed at practitioners and dieticians
It's a nutrition company's PR nightmare: A leading health magazine publishes an article suggesting that your product line's main ingredient is unhealthy for half the population. In June 2009, Mission Hills, California-based Pharmavite faced just this when Men's Health hit the newsstands with an article questioning the safety of soy products for men.
But in this case, Pharmavite — owner of the popular SOYJOY brand and winner of a 2009 Education Award from Nutrition Business Journal — was able to quickly dispel the negative press with a few deft moves and, at the same time, actually boost the credibility of its products in particular and of soy in general. Within days of the Men's Health publication, former American Dietetic Association (ADA) spokesperson and author Dave Grotto, RD, LDN, tweeted, circulated a press release and secured an interview with Chicago's ABC affiliate, where he spoke about the positive health benefits of soy. The press blitz resulted in more than 13 million media impressions. Meanwhile, nutritionist Tara Gidus, MS, RD, CSSD, LDN, countered the Men's Health article with a blog post titled “Is Soy Safe?” on her Healthline blog, which receives 2.3 million unique monthly visitors. Author Tanya Zuckerbrot, MS, RD, posted on her popular Fox News blog with an article titled “Enjoy More Soy.”
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