Book Signings at Trade Shows: A Primer

By James J. Gormley

As an author, it may seem self-serving for me to talk about book signings to suppliers, but there are good and realistic reasons to host book signings at your booth — and bad and unrealistic reasons.

I have had the opportunity to write six books, five niche health books starting in 1999 and one (the most recent) health politics book in 2013 (Health at Gunpoint: The FDA’s Silent War Against Health Freedom), and I have done book signings at natural products industry shows for a few of them, including Expo West 2013. I have also planned book signings for books by others when I was on the supply side.

One thing that companies sometimes think, and wrongly in those cases, is that sales of any given book will not only defray the cost of the book signing but will also create a separate revenue stream from sales of the book, especially if the book is on a topic that is generally or specifically supportive of the given company’s products, ingredients, or philosophy.

As Brian Jud wrote on his website, Book Marketing Works, “Although sales are important, you will rarely sell enough books at a show to defray all your expenses.” That’s an understatement, especially if you are giving the book away to retailers.

Hosting book signings can accomplish a few interrelated things: (1) generating buzz at a show; (2) generating booth traffic; and (3) getting the word out about a topic or nutrient that is important to your business.

I have seen book signings  — when properly promoted pre-event, in the show program, and at the event  — generate a good-to-massive amount of booth traffic, especially at retailer-focused shows. For finished product manufacturers, brokers and sales/marketing staff can easily pull aside book-signing-attending retailers afterward to see if they have any questions about their orders and to sell them on new (or other) products.

Books on topics that help raise “all boats” can be very helpful because they are written by outside experts and typically constitute third-party support.

That all being said, offering a book that is too supportive or specifically linked to what you are selling can lead to FDA warnings related to “extension of labeling” violations and FTC actions (if the book violates a consent decree), so it is probably best to do a book signing for a book that is generally supportive of your key category without being a “sleaze out” to your company, brand, or product.

Another excellent use of books is as giveaways via social media (such as your brand’s Facebook page) to encourage engagement or for radio shows that feature the author and/or topic you are supporting via show sponsorship.

To sum up, the best way to use books and book signings is as tools, specifically marketing and promotional tools that drive traffic, build followings, and reward engagement.

[Note: Adapted from an article which originally appeared in Natural Products INSIDER Supplement Perspectives]

Following the Liter

By James J. Gormley



Gatorade created the category of sports drinks, which it still leads today, dominating the overall FDM sports drink market by 77 percent, according to some estimates.

That being said, it has some powerful — and growing — competition, in the vitamin water and pre-and post-workout drink field, including Glaceau’s vitaminwater, which has a nearly 10 percent market share among bottled waters.

According to data provided to Natural Products INSIDER for this story from SPINS, as a category enhanced waters are up 10.8 percent over the last 52 weeks in the natural and multi-outlet channels. In the natural channel, enhanced waters are up 26 percent and refrigerated functional beverages are up 17.7 percent.

However, this commentary is not so much about the market — since they are all, at the end of the day, functional, good-for-you beverages — but about taste and innovation, two areas in which many of the most exciting things are happening. (Also, having a strong backstory doesn’t hurt.)

One of the coolest, innovative and best-tasting beverages I have ever come across is Karma® Wellness Water (drinkkarma.com).

“The driving force behind Karma is the fact that water-soluble vitamins lose their potency while sitting in water or when they are exposed to moisture,” according to the company. “Additionally, those vitamins suffer degradation when they are subjected to UV rays, oxygen, or heat. The loss of strength is greater when the vitamin contents are spread across the full contents of bottled beverages, causing premixed vitamin drinks to lose their potency over time. The supplemental information printed on most premixed vitamin drinks is based on the ingredients at the time of bottling, not at the time of consumption.”

The company ─ whose advisors include Dr. Jeffrey B. Blumberg, Dr. Melina B. Jampolis and Dr. Michael D. Maloney ─ uses its own proprietary KarmaCap Technology to “keep vitamins and other essential ingredients protected and separate from water until it’s time to drink.”  The theory is that by “introducing the vitamins only seconds or minutes from actual consumption, it optimizes the effectiveness of the nutrient-rich ingredients in Karma.” The cap uses opaque plastic and a UV blocker to reduce the vitamins’ exposure to the elements; the packaging has a hermetic seal between the cap and base, “ensuring freshness and delivering maximum vitamin potency.”

With 110 percent of the recommended levels of vitamins A, D, E, niacin, B6, B12 and pantothenic acid, along with electrolytes and 50 mg of caffeine, the water used is pure spring water from Vermont. The formulations fit into the categories of Mind (sharper thinking), Body (fitness accelerator), Spirit (mood elevator), Balance (immunity booster) and Vitality (healthy hydration).

Takeaway: I loved pressing the button on the cap to release the nutrients! After shaking and then pouring the chilled beverage into my steel drink bottle, along with some ice, I was ready to hit the gym. Great tasting, fun, innovative, and cool.

Next on the hit parade is WTRMLN WTR (http://wtrmlnwtr.com/). “Your post-exercise muscles just got a new, delicious remedy,” notes the company. “WTRMLN WTR has a rich source of an amino acid called L-citrulline, which helps boost blood flow, so that your muscles get the oxygen they need to repair faster. Adding nutrient-dense WTRMLN WTR to your pre-workout regime could help you bounce back from a tough workout and have you doing squats again in no time.”

“WTRMLN WTR has everything you need to refuel, plus performance-enhancing benefits that will improve your overall health and fitness in the long run,” according to the company. “It also tastes just as sweet as it sounds, without the added sugar of drinks like Gatorade.”

Takeaway: Rich in potassium, vitamins A and C, lycopene and magnesium, the product tastes delicious, very different from the super-potent, concentrated flavors of many other brands.

Next up? Youthtopia™ Beverages Alley Oop™ drinks (youthtopiabevs.com) are said, by the company, to “represent a new line of better-for-you hydration drinks designed for active youth, teens, and young adults (10 to 24 years old). Developed by a health- and fitness-inspired ophthalmologist, Alley Oop™ is low-calorie, low-sugar, caffeine-free, gluten-free, vitamin enhanced, and formulated to naturally hydrate and replenish electrolytes lost during regular and aggressive activities.”

With only 40 calories per 16-oz. serving, and 10 grams of sugar, the drink has calcium, vitamin D, B vitamins, all natural flavors and no preservatives, Alley Oop™ is the first beverage introduced by Youthtopia™ Beverages and comes in three flavors: Citrus Grind, Slam Punch, and Strawberry Mango.

Takeaway: Although I may a few years away from 24, I enjoyed the samples very much, and so did my daughter, Natalia, who is in the target age group! It has an attractive price point of $1.99 SRP, to boot.

Next? Enter: FLUROwater (http://flurowater.com/), which, according to the company, is an “innovative nutrient‐infused bottled water company that targets health conscious consumers who value natural wellness products and beverages. FLUROwater provides consumers with a healthier alternative to sodas, juices, and other sweetened beverages.”

The company adds: “FLUROwater’s sugar-free, preservative-free, and naturally flavored formula is aimed to benefit an individual’s overall health, without the bitter taste of vitamins or sugars of competing brands.”

Developed by Todd O’Gara while studying at the University of Sydney, FLUROwater was initially designed to help aid those “in dire situations by providing proper nutrition and clean water.”

After completing dental residency in South America in 2010, Dr. O’Gara “credits saving the life of a six-year old girl as the driving force behind the evolution of FLUROwater into a nutrient-infused bottled water. In fact, Dr. O’Gara first distributed FLUROwater internationally and worked with foreign governments to supply clean nutrient-infused water to communities in need.”

“Due to the rising rates of obesity and diabetes in America, Dr. O’Gara decided to launch FLUROwater domestically for everyone to enjoy,” notes the company.

Takeaway: I enjoyed this product! The story behind the brand is really cool, as well.

Other popular offerings include Glaceau vitaminwater® and Powerade®. These CocaCola brands offer a wide variety of flavors with colors and messaging that appeal to young people, weekend athletes, and more.

In fact, vitaminwater is committed to Vitamin Angels, and has been a big supporter of that excellent organization and the people around the world who it helps, especially those in areas prone to drought and compromised water supplies.

So, what’s the overall takeaway?
I am very encouraged by the amazing innovation in enhanced waters and their sports drink brethren. While some brands may find a more welcoming home in the mass market (such as those with sucralose), the days of chemical-tasting, yucky enhanced waters are numbered, if the products I sampled are any example. My thanks to all of the brands mentioned above for providing samples for us to try.

[Note: Adapted from an article which originally appeared in Natural Products INSIDER Supplement Perspectives]

You Wanna Be in Pictures?

By James J. Gormley

Having been a print magazine editor for various publications for many years, I am still happy to admit that there is nothing that matches the appeal of TV and radio for grabbing consumers, whether during breakfast TV news or drive-time radio.

Case in point: The year was 1999. I had been the editor-in-chief of Better Nutrition magazine for about four years when I had just come out with my first book, a mass-market consumer book about DHA and omega-3 fats.

Lo and behold, the biggest player in that space, at that time, contacted me to see if I would be willing to participate in a radio media tour to support my book and the DHA category.

With my OK, they put my mugshot and pitch about me and my book on the cover of the Radio-TV Interview Report (RTIR), a publication widely read by radio and TV producers. I wound up doing nearly 100 radio interviews in 1999 as a result of that ad and the work of a show booker the company had hired promoting me to producers. Needless to say, the sales of DHA skyrocketed that year, not thanks to me, necessarily, but most assuredly thanks to the message and the work of the booker.

The same year, I was invited by show producers to do several segments on FOX-TV’s Good Day New York to talk about a variety of health topics. Why: thanks to the work of the ad in radio-TV producer publications. This, in turn, helped promote the magazine brand.

But what (or who) will promote your brand?

Ideally, you or your PR firm have identified a number of key influencers, experts or opinion leaders (KOLs), experts who are willing to make supportive statements that support your category (for sure) and your brand (possibly).

These experts can be included in a “Directory of Experts” you send out to media and can also be called upon to give category- (not brand-) supportive quotes and statements to media.

Before we get into suggested radio outlets, you may be asking: How much money do you need to push the sale of a certain product at a given price? According to Inc., a common formula is: If you spend $10 of the selling price of an item that cost $300 on advertising, then you should be willing to spend $3,000 in advertising to sell 300 units and generate $90,000 in sales.

“The other way is to set aside a flat percentage of your total projected sales revenues for advertising, “ notes Inc. “So if you plan to dedicate five percent of your revenues and you expect to bring in $100,000 in sales that year, you would spend $5,000 on advertising.”

Radio programs that are worth considering include:

Steve Lankford’s “Health Quest” Podcast
http://www.healthquestpodcast.com/

Dr. Ronald Hoffman’s “Intelligent Medicine” Podcast
http://drhoffman.com/podcast-2/

The Robert Scott Bell Show
http://radio.naturalnews.com/Archive-RobertScottBell.asp

Prescriptions for Health
Dr. Len Saputo and Nurse Vicki
http://radio.naturalnews.com/Archive-PrescriptionsforHealth.asp

Duke and the Doctor
http://dukeandthedoctor.com/

The Gary Null Show
http://www.wbai.org/program.php?program=29

Sister Jenna’s “America Meditating” Podcast
http://www.blogtalkradio.com/americameditating

But wait, who can manage and produce the ads I need and secure the programs I want?

While there are many outfits out there, AdLab is one of the best. Headed up by Barry Cohen (author of 10 Ways To Screw Up An Ad Campaign: And How to Create Ones That Work), AdLab can help you navigate through the minefield of radio, TV and online advertising, and promotions.

Take-home? Find an expert and a service that will utilize your expert to promote your category (or brand, perhaps), but make sure you (and your expert) are in compliance with all applicable FDA guidance and regulations regarding, for example, testimonials. Check out the resources noted here to take your product or brand to the next level.

[Note: Adapted from an article which originally appeared in Natural Products INSIDER Supplement Perspectives]

Merry Christmas and Happy Holidays!!

My deepest thanks and very best wishes to all my colleagues in the natural products industry!!

NOW Foods Develops Screening Method Against Adulteration

From Nutraceuticals World

Scientists at NOW Foods, Bloomingdale, IL, have developed a method for screening dietary supplement ingredients for adulteration, addressing an increasingly problematic practice by fringe companies. A scientific report describing the method has been accepted for publication in the peer-reviewed journal, Vibrational Spectroscopy. The method requires only thirty seconds grinding in an analytical mill before performing the scan. Including milling the samples, the entire screening process can be performed in less than 10 minutes per sample.

Nutrition 21 to Enter Cough/Cold Market

From Nutraceuticals World

Expanding its product portfolio, Nutrition 21, Inc., Purchase, NY, has received an exclusive license in the U.S. from Denmark-based Provita Development ApS for Coldizin, an ingredient combination patented in the U.S. and Europe for enhancing upper-respiratory health. A patent is pending in Canada. The exclusive license allows Nutrition 21 to expand its product portfolio with a novel, clinically substantiated ingredient for the $4.5 billion U.S. cough and cold category.
Read More

NDIs, Adulteration on AHPA’s Radar

From Natural Products INSIDER

While notification to FDA of new dietary ingredients (NDIs) has been a requirement since the passage of the Dietary Supplement Health & Education Act (DSHEA), many companies continue to struggle to understand the process. Virgo Publishing’s Jon Benninger spoke with Michael McGuffin, president of the American Herbal Products Association (AHPA), during SupplySide West in October 2010 regarding NDIs and other hot industry issues, after McGuffin spoke on a panel about NDIs.

Read More

Nutrition 21 Awarded Grant for Diabetic Technology

From Natural Products INSIDER

Nutrition 21 Inc., the developer and marketer of clinically substantiated ingredients for dietary supplements, foods and beverages, and animal nutrition, announced the award of a cash grant of up to $104,350 from the Federal Qualifying Therapeutic Discovery Project (QTDP) Program to help further develop its patent pending chromium-enhanced insulin technology for use in the treatment of type 1 and type 2 diabetes.

Read More

Election Brings Potential Threats to Natural Product Industry

From Natural Products INSIDER

John Gay from the Natural Products Association (NPA) called yesterday’s mid-terms “the most remarkable election in my 25 years in Washington," and the natural product industry advocacy group said it will stay abreast of potential threats from the “lame duck" session still in power and the potential changes that will come with new government officials.

Read More

Supplement Usage Remains Steady

From Nutraceuticals World

A consistent percentage of U.S. adults label themselves as supplement users, with 66% classifying themselves as such, according to a survey conducted by Ipsos-Public Affairs for the Council for Responsible Nutrition (CRN), Washington, D.C. In 2009, 65% identified themselves as supplement users compared with 64% in 2008, 68% in 2007 and 66% in 2006.

According to results from the 2010 CRN Consumer Survey on Dietary Supplements, regular supplement usage also remains steady. The online survey showed that nearly three-quarters of supplement users (74%) classify themselves as “regular” users, as opposed to occasional users (21%) or seasonal users (5%). In 2009, 73% of supplement users indicated they took supplements regularly; in 2008, 75%, and in 2007, 77% indicated similarly.

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Robinson Pharma Hires R and D, Quality Ops Staff

From Natural Products INSIDER

Robinson Pharma Inc. (RPI) hired Emad Hassan, Ph.D., Hassen Nasri, Ph.D., and expanded its sales team. Emad Hassan obtained his undergraduate in pharmaceutical science with honors from the University of Alexandria, Egypt and completed his Ph.D. in pharmaceutics at the University of Georgia College of Pharmacy. An expert in drug delivery systems with experience in oral, parenteral, topical, transdermal, liquids, liquid encapsulation and nanotechnology, his record of achievement includes eight issued patents, more than 50 publications and presentations, and more than 200 pharmaceutical products now in the market.

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WILD Flavors, Sterling Technology Form Partnership

From Nutraceuticals World

Adding to its Health Ingredient Technology & Solutions (H.I.T.S.) lineup, WILD Flavors, Erlanger, KY, has established a partnership with Sterling Technology, Brookings, SD, making WILD the exclusive provider of Immunel and Tegricel bioactive milk peptide products. The new partnership will combine Sterling's scientific research expertise in bioactive milk peptides with WILD’s product development and flavor expertise.

ChromaDex Begins Clinical Trial on Pterostilbene

From Nutraceuticals World

ChromaDex Corporation, Irvine, CA, has initiated a clinical study at the University of Mississippi for pTeroPure pterostilbene, which is chemically related to resveratrol. The novel ingredient is based on the grant of an exclusive worldwide license to all patent rights of pterostilbene from the University of Mississippi. In laboratory tests, pterostilbene has shown promise for improving cardiovascular health, glucose levels, anti-aging and cognitive function—and for possessing cancer-fighting properties.
Read More

Orrin Hatch Letter to John McCain About S. 3002

This letter was sent by Senator Orrin Hatch, senior member of the HELP committee, to Senator John McCain on March 4, 2010, in large part as a result of the massively successful letter-writing campaign initiated by Citizens for Health and several other groups.
Please click here.

NPA Alerts Health-Food Stores to Dangers of S. 3002

http://thegormleyfiles.blogspot.com/2010/02/npa-alerts-health-food-stores-to.html
According to the Natural Products Association (NPA) in an e-mail alert issued today, here is how S. 3002 would affect health-food stores:
All dietary supplements, whether vitamins, minerals, herbal products and others that were previously allowed under DSHEA, could be removed from the market under S. 3002. This legislation would mandate that every dietary supplement would have to go through a brand new process of government review (yet to be defined) in order to remain on store shelves.

For the first time in the history of food or drug law, retail establishments would need to register with the FDA. Failing to register could result in severe monetary penalties, up to two times your gross profit. Not complying with even minimal technical requirements, such as minor errors in registration, recordkeeping or reporting could be considered a criminal offense.

Retailers would also be required to obtain “adequate written evidence” from suppliers that each dietary supplement product meets all regulatory requirements. Again, failure to do so could result in severe monetary penalties.

Act now!

Upgrade Your Social Media Efforts

By IMG Brandwire

Social media is no longer kids stuff. With over 325,000,000 members on Facebook (50% of whom are over 35 years old) and 44 million Twitter users, most businesses are scrambling to craft effective social media strategies. Although it’s tempting to just throw something out there, keeping a few tips in mind can multiply your results and create synergy between various activities.

Make it viral. In every social media message, incentivize your followers to forward or publicize your messages to others, who, in turn, can do the same. Top incentives include photos, videos, and engaging links. Also, be certain to include an app on all messaging that allows viewers to share your info on their own profiles with a single click.

Integrate it. Build on existing public relations and marketing campaigns. Your social media arm is designed to reach out and grab your followers’ attention, but it’s not intended to provide detailed information. Include a link in every post or tweet to your website or blog so viewers can peruse your offering in greater detail. And make sure that, once they get to your blog or website, there’s something novel and interactive there to keep them involved with your brand.
Enrich the content. The best way to show your followers you appreciate them is to have something to say before you say it. As with press releases, the consuming public is weary of posts and tweets that don’t offer anything interesting, unique or relevant. Before each communication, ask yourself “What tidbit am I providing my visitors that they will find worthwhile and want to pass along?” If there isn’t one, it’s time for a rewrite. In short, think before you tweet.

The DEA Should Take Over All Sports Doping Enforcement

By James J. Gormley

In February 2010 in New Orleans, three men were charged by the U.S. Drug Enforcement Administration (DEA) with drug-trafficking Ecstasy, or MDMA (3-4-Methylenedioxymethamphetamine), a synthetic chemical that can be derived from an essential oil of the sassafras tree.

If convicted, the defendants face a possible maximum sentence of 20 years in prison, a $1 million fine and at least three years of supervised release for each count.

MDMA is also one of the easiest illegal drugs to obtain. Its effects are similar to those of amphetamines and hallucinogens. First developed as an appetite suppressant in 1912, MDMA was used as a psychotherapeutic tool and also started to become available on the street is the late 1970s and early 1980s. It wasn’t until 1985 that Ecstasy was made illegal. It is classified as a “Schedule 1” controlled substance along with other narcotics like heroin, cocaine and LSD.

One reason Ecstasy can be especially dangerous is the lack of content control. Ingredients are hard to get and manufacturers of the drug often use substitutes, mixing other harmful additives with the already dangerous mix. This practice is so common that “drug test kits” are often sold with the drug so users can test for purity.

Because of the uncertainties about the drug sources, pharmacological agents, chemicals used to manufacture them, and possible contaminants, it is difficult to measure the toxicity, consequences and symptoms that might be expected.

Herbal Ecstasy is another form of MDMA that is composed of ephedrine or pseudoephedrine and caffeine from the kola nut. Also sold in tablet form, Herbal Ecstasy can cause permanent brain damage and death. Though not currently classified as a controlled substance, Herbal Ecstasy shares many of the same qualities and effects as MDMA. Also known as Cloud 9, Herbal Bliss, Ritual Spirit, Herbal X, GWM, Rave Energy, Ultimate Xphoria and X.

Anabolic Steroids
Anabolic steroids are synthetically produced versions of the naturally occurring male hormone, testosterone. Both males and females have testosterone produced in their bodies: males in the testes, and females in the ovaries and other tissues. The full name for this class of drugs is androgenic (promoting masculine characteristics) anabolic (tissue building) steroids (the class of drugs).

Some of the common street names for anabolic steroids include: arnolds, gym candy, pumpers, 'roids, stackers, weight trainers and juice. Currently, there are more than 100 different types of anabolic steroids that have been developed, and each requires a prescription to be used legally in the U.S.

Anabolic steroids can be taken orally, injected intramuscularly, or rubbed on the skin when in the form of gels or creams. These drugs are often used in patterns called cycling, which involves taking multiple doses of steroids over a specific period of time, stopping for a period, and starting again. Users also frequently combine several different types of steroids in a process known as stacking. By doing this, users, more properly abusers, believe that the different steroids will interact to produce an effect on muscle size that is greater than the effects of using each drug individually.

Another mode of steroid use is called "pyramiding." With this method abusers slowly escalate steroid use (increasing the number of drugs used at one time and/or the dose and frequency of one or more steroids), reach a peak amount at mid-cycle and gradually taper the dose toward the end of the cycle. The escalation of steroid abuse can vary with different types of training. Bodybuilders and weight lifters tend to escalate their dose to a much higher level than do long distance runners or swimmers.

Legislation and Enforcement
On March 16th 2004, Joseph Rannazzisi, then deputy director of the DEA's Office of Diversion Control, said in testimony before the House Subcommittee on Crime, Terrorism and Homeland Security:

"The DEA has one mission: to protect the public from dangerous drugs. However, the current law regarding steroids causes regulatory delay, especially with respect to steroids that we know are hormonally, chemically or pharmacologically related to testosterone. Because DEA’s authority extends only to controlled substances, steroids that are not classified as controlled substances continue to fall outside our jurisdiction. H.R. 3866 [The Anabolic Steroid Control Act of 2004 ] will correct this problem."

Well, the Anabolic Steroid Control Act passed in October 2004.

On the bill's passage, one of its sponsors, Sen. Orrin Hatch (R-UT), remarked:

"Under this bill, clever chemists will no longer be able to dodge the law by disguising their chemicals to skirt the legal definition of a steroid. Our bill gives the Drug Enforcement Agency the power to schedule nearly any steroid precursor now or in the future--giving the law flexibility we don't have to play catch-up with every new andro look-alike that comes along."

On September 29, 2009, the DEA's Rannazzsi, now deputy assistant administrator, said this in testimony before the Subcommittee on Crime and Drugs:

"Although DEA does not have the authority to enforce DSHEA [the Dietary Supplement Health and Education Act of 1994], DEA does have statutory authority to investigate incidents involving the illegal manufacture and distribution of anabolic adrenergic steroids in the dietary supplement market. [...] DEA has the authority and responsibility to investigate companies that are marketing products as dietary supplements that are adulterated with controlled substances."

As well the DEA should; if yogurt were suddenly used as a delivery vehicle for sports steroids, would our guardians of public health call for a new law restricting access to yogurt or would increased enforcement and enforcement funding be directed to the DEA to get the job done? The latter, I would think.

If supplements are being adulterated by illegal labs, why then should supplements get a bad rap? Steroids and sports doping is all about unethical pharmacies and illegal labs.

Case in point, in January 2009, a 198-count DEA indictment was unsealed charging 12 pharmacists and pharmacy owners with participating in a conspiracy that dispensed and sold thousands of dosages of anabolic steroids, including powerful veterinary steroids approved for animal use only.

Another case in point: in October 2009 the DEA announced the completion of a 10-month undercover investigation into an illegal anabolic steroid manufacturing ring that led to three arrests. In the raid, agents seized over 500 vials and 1,850 capsules of anabolic steroid pills.

While the U.S. Food and Drug Administration (FDA) has been involved in sweeps relating to the illegal sale of unapproved or misbranded drugs, such as the recent Internet sweep in November 2009 called the "International Internet Week of Action," many observers, including this commentator, strongly believe that all investigation and enforcement of sports doping and illegal steroid distribution and use should immediately be more clearly placed under the aegis of the DEA, as sports doping is not a problem of food products (such as supplements) but a problem of drugs---a problem of dope, pure and simple.