I've worked in two jobs that involved, to some extent, marketing to "alternative" health industry wholesalers and retailers. In the first place it was cosmetic/shampoo/detergent ingredients, mostly mainstream but we had a few "natural" ingredients, in the second place dried fruit and nuts, some of which were organic. Make no mistake, the "alternatives" are just as profit driven, if not more so, than the mainstream health industry and WILL NOT HESITATE to make false promises - so watch out for those claims. There are some honest people in the industry, such as the organic farmers who eke out a living, but they are mostly poor and precariously hanging on. I frankly mistrust most of the claims. This doesn't mean I won't experiment with a folk remedy here and there, or take some vitamin C, (or that I wouldn't go to a doctor and get a prescription, for that matter)but for the most part I'm sceptical of the supplements, megavitamins, etc. For example, most of the "herbal ingredients" in shampoos, conditioners, et, whether or not they are "natural" do absolutely NOTHING for your hair, and that I can guarantee! If you find something and it works that's great - but if you really get caught up in all the supplement/herb hype you can spend a bundle !