Representing the South African portion of a global industry that has witnessed astonishing growth over the last 10 years, the Health Products Association of South Africa (HPASA) has undergone a brand refresh and developed a new market positioning strategy in a bid to prepare itself for a growing number of industry needs.

The HPA’s strategy includes a new logo, a new info-heavy website and the rollout of a marketing plan to drive consumer trust as well as improve product safety and efficacy.

Launched in 1976, the HPASA has long been at the forefront of championing quality standards and acting as a voice on all legislative and regulatory issues in the natural health products, nutritional dietary supplements and complementary and alternative medicines (CAMs) industries. The industry body represents a broad spectrum of stakeholders including manufacturers, wholesalers, distributors, retailers and practitioners.

The HPASA’s new website provides the latest insight, analysis and data on health products and CAMs. Registered members have access to the very latest in legal, regulatory and research documents, presentations, papers and journals on production, manufacturing, distribution, standards and ethics.

“With growth comes a continual new set of challenges that not only the association needs to address, but that our members need to be adequately informed to handle,” says HPASA president Bruce Dennison. “We believe our readily available, well-resourced website will provide that information, complemented by our monthly meetings in both Johannesburg and Cape Town.”