Wednesday, June 6, 2018

Bureaucracy Getting Edgy - June 2018 Newsletter

It's Summer Soon...
Bureaucracy Getting Edgy!

  • [1] Daily Values -- DVs -- for Dietary Supplements Changing
  • [2] Branding Profiles and my new Systems Processing Integration Site
  • [3] Proposition 65 Changes: Running Out of Time!


[1] FDA Extends Compliance, But Now is the Time to Plan!

It has been reported that the new regulations on dietary supplement and food label "Facts Boxes" have been delayed a bit, but the time to get ready is NOW! The good folks at [*] have made this detailed information available:

"FDA made a significant number of changes to several Dietary Reference Values (DRV) and many Reference Daily Intakes (RDI) [for Nutrient Facts panel for regular foods -rf]. As previously mentioned, the DV for dietary fiber was increased to 28g and a new DV of 50 g for added sugars was established. Other DV's that changed include:

  •     DRV for fat was increased to 78 g
  •     DRV for carbohydrates was decreased to 275 g
  •     DRV for sodium was decreased from 2,400 mg to 2,300 mg

Most vitamins and minerals had their RDI for adults and children age four and older revised. The vitamins and minerals for which the RDI was reduced include:

  •     Biotin has decreased from 300 mcg to 3 mcg.
  •     Chloride has decreased from 3,400 mg to 2,30 mg.
  •     Chromium has decreased from 120 mcg to 35 mcg.
  •     Copper has decreased from 2 mg to 0.9 mg.
  •     Molybdenum has decreased from 75 mcg to 45mcg.
  •     Pantothenic acid has decreased from 10 mg to 5 mg.
  •     Riboflavin has decreased from 1.7 mg to 1.3 mg.
  •     Thiamin has decreased from 1.5 mg to 1.2 mg.
  •     Niacin has decreased from 20 mg to 16 mg.
  •     vitamin B-6 has decreased from 2 mg to 1.7 mg.
  •     vitamin B-12 has decreased from 6 mcg to 2.4 mcg.
  •     Selenium was decreased from 70 mcg to 5 mcg.
  •     Zinc has decreased from 15 mg to 11 mg.

The following vitamins and minerals had their RDI for adults and children age four and older increased:

  •     Calcium has increased from 1,000 mg to 1,300 mg.
  •     Magnesium has increased from 400 mg to 420 mg.
  •     Manganese has increased from 2 mg to 2.3 mg.
  •     Phosphorus has increased from 1,000 mg to 1,250 mg.
  •     Potassium has increased from 3,500 mg to 4,700 mg.
  •     Vitamin c has increased from 60 mg to 90 mg.
  •     Vitamin k has increased from 80 mcg to 120 mcg.

Further, several vitamins will now need to be declared using different units of measure. In the case of vitamins A, D and E, International Units (IU) will be replaced by metric units, such as micrograms of Retinol Activity Equivalents (mcg RAE) for vitamin A; micrograms for vitamin D and mg for vitamin E. For vitamin D, however, IU may continue to be used in addition to mcg. Also, folate must now be declared as micrograms of "Dietary Folate Equivalents" (mcg DFE) instead of simply mcg.

The revised RDIs for these four vitamins are:

  •     vitamin A 900 mcg RAE (from 5000 IU)
  •     vitamin D 20 mcg (800 IU) (increased from 10mcg or 400 IU)
  •     vitamin E 15 mg (from 30 IU)
  •     folate 400 mcg DFE (from 400 mcg)"

[Note: these changes will have to be integrated into your label Supplement Facts boxes over the next 18 months. This website can help you with those pesky Supplement Facts calculations: - rf]




What is a Company Branding Profile (CBP)? It is an organized document that is part of the Intellectual Property of the company.

The Branding Profile adds value to the company by better defining the company brand.  It is a company IP asset.

The CBP needs to have a prominent position in the Company Culture since it defines, for all the Company Team Members, the details of the Brand the Company promotes and defends.  It is posted as part of the Operating Process System (OPS) and is a key element in Systems Processing Integration.

The Profile covers such core marketing issues as:

  • Patents and Trademarks
  • Slogans
  • Trade Names and Logos
  • Precisely what colors represent the company
  • What typeface fonts
  • What types of images
  • The "look and feel" of the labeling and sales copy
  • Trade Dress and Branding Indicia

Substantiated advertising language should be cataloged.

The Company Mission Statement should be included.

One Branding Agency [] lists:

"The brand codification process typically involves defining and aligning elements like:
  • Target audience / segments
  • Target beliefs & perceptions
  • Target options / competitors
  • Category
  • Value proposition
  • Position
  • Speaking points
  • Personality
  • Selling points
  • Tone & manner
  • Visual profile
  • Backstory
  • Brand persona
  • Brand architecture
  • Vision, mission, goals"

The Branding Profile is intended to offer guidance to the copywriters and customer service people in the company, as well as the planners and managers.

That is why this essential part of the company culture rightfully belongs in the OPS, as one of the chief expressions of the company's Mission.

More at:


[3] Proposition 65 Changes Just 2 Months to Go! Is Your Company Ready?

Proposition 65 Coming at YOU!