The trade association has set up an early alerts system with an email and phone number so that companies can report any issues as they come to hand.

The alerts are then reviewed by the HFMA’s response team, scientific advisors and other experts so HFMA can formulate a response.

“Today the natural health industry exists in a very challenging climate in which we face new and ongoing issues,” said Graham Keen, HFMA executive director.

“We hope that our Early Alerts System will provide our members with a convenient way to contact us with any potential issues, which will allow us to enhance the way we respond to them. The more prepared we are for impending media activity, the quicker we can identify suitable spokespeople to provide useful, authoritative commentary on behalf of the industry.”