Pioneers again: A gut check
By David Nelson
When I was growing up, local health food stores were the undisputed pioneers of wellness. Long before modern medicine began noticing and discussing the preventative benefits of micronutrients, our local health shops were educating the public about their value, supporting the idea that providing the body with proper nutrition is the key to vibrant living.
Now, as we face new health challenges—exacerbated by high levels of stress and the staggering consumption of ultra‑processed foods—it feels like the perfect moment to bring that pioneering spirit back to what we do.
Today, research is starting to catch up with what health food owners and their staff have known all along: real food and supplements help people get and stay healthy. For example, studies show that nearly half of those dealing with type 2 diabetes have deficiencies in vital vitamins and minerals. Rather than waiting for a change in medicine—where the focus in non‑communicable diseases needs to shift from pharma to farms—our local health food stores have a golden opportunity to step forward and lead Canadians into an engaging era of self‑ and community care. Our stores remain one of the few trusted places that people turn to for answers.
It is important that we don’t allow complacency to take hold. We must keep customers engaged in ways that go beyond basic education. Instead of merely handing out pamphlets or hosting traditional health talks (both of which are important), transform your store into a space where every shelf holds a nugget of information waiting to be discovered. For instance, imagine a customer ending up in the vitamin D section, where sun‑kissed, colourful supplements are showcased in a way that brings a smile to their face, and simultaneously discovering that 60 percent of people diagnosed with type 2 diabetes have a vitamin D deficiency.
Frankly, Canadian store owners are always experimenting with creative ways to highlight our products and provide an innovative shopping experience. For those of you who run stores that sell smoothies or smoothie ingredients, consider hosting an event dubbed “Smoothie Gut Health Showdown,” bringing together your team and local smoothie enthusiasts. This could be an opportunity for community engagement and to showcase how you and others are staying healthy by feeding your gut bacteria with the products on your shelves.
Maintaining that fun, community feel is essential and should be part of the new normal at your store (if it isn’t already). Moreover, education in these spaces doesn’t have to be dry or overly scientific; it should continue to push the boundaries of what we know. For example, with the emergence of knowledge on the microbiome as a major player in human health, there needs to be much more emphasis on gut health, the microbiome-gut-brain axis, and the supplements we offer to support gut health.
Our health food stores have always been community hubs of connection, innovation, creativity, and heart‑centred care. We can be pioneers again, and staying current and leading with the gut is the perfect place to start.