Industry is being encouraged to get behind an Irish campaign to protect high level supplements as a national campaign gains momentum.
The Save Our Supplements campaign has reached critical mass after just three weeks, securing political engagement at the highest levels and mobilising consumer and business support at unprecedented speed. So far, more than 20,000 signatures have been added to online and paper petitions, with a target of 50,000 signatures now firmly in sight. Support for the campaign spans consumers, retailers and manufacturers across Ireland, signalling the depth of public concern about proposed EU harmonisation of vitamin and mineral permitted levels.
The campaign relates to EU proposals to harmonise Maximum Allowance (MAs) levels for food supplement nutrients. There are concerns that the proposed MAs could result in significant potency reductions across a range of widely used nutrients, including vitamins D, B6, and C, and magnesium. The campaign is calling for public representatives to contact the Minister of Health and request that they instruct Irish delegates to seek a pause in the process to allow for consideration of better science models.
Radio coverage has amplified the campaign message, with interviews from retailers, Hannah Dare, of Organico, and Clair Whitty, of Natural Health Store, giving retailers a platform to articulate the impact on independent health food businesses and consumer choice. Both underscored that this isn’t theoretical regulation, it’s about access to products customers have safely used for decades. On the political front, all Irish TDs and MEPs have been contacted. Responses have been encouraging, with several TDs engaging substantively on the issue. A meeting has been secured with SOS Action Group and Lynn Boylan MEP, providing a direct line to decision-makers in Brussels, and TD Paul Lawless (pictured) visited a number of Dublin health stores and has taken on the issue with a personal endorsement of supplements in his own lifestyle. Crucially, both the Department of Taoiseach and the Department of Health have replied to Health Stores Ireland indicating that the campaign has registered at government level.
A snap crowdfunding response has been remarkable. In a single weekend, supporters raised €8,000 through the iDonate platform, demonstrating genuine financial backing for the campaign’s advocacy work. The target of €10,000 is within reach, with funds earmarked for innovative projects targeted at continued awareness activity, in-store campaign materials, social media outreach and direct engagement with public representatives to ensure this issue gets the political attention it deserves before the process advances further.
Looking ahead, Hannah, from SOS Action Group, commented: “We are sourcing an innovative and plugin for the website that will allow us to ramp up petition signings and direct them immediately to key decision makers. This will be going live on our dedicated website very soon”.
Finn Murray, from The Hopsack and who also sits on the SOS Action Group, added “Our plan to use streetwise social media agencies will take the issue into areas of society who may otherwise miss the infringement on their right to choose safe and effective natural health options.”
The organisation added that the campaign’s positioning has resonated across audiences; EU harmonisation has a place where genuine safety concerns or exploitative trade barriers exist, but when countries like Ireland have proven track records of safe supplement use and distinct consumer traditions, one-size-fits-all rules do not belong, it advised. If harmonisation is truly necessary, the solution is straightforward – adopt Ireland’s regulatory model as the EU standard. The MA/MPL framework has proven its worth over decades, delivers safe regulated markets, and doesn’t force other member states to accept higher vitamin levels. Health Stores Ireland added that for retailers, the message is clear – this is a winnable campaign if the sector continues to mobilise.
