Why Beverly International Nutrition? It is safe to say that perhaps 99% of all my current
web site visitors are not aware that back in 1978, the three biggest names in muscle
building protein supplements for bodybuilders throughout the country, were in fact,
Weider, Natural Source, and Beverly International. That's right!!
Beverly International Nutrition, started in 1967, was a major innovator through the
seventies and eighties and many of Beverly International's founder, Jim Heflin's
nutritional use-protected patented nutritive nitrogen formulas were channeled to research
institutions and non-commercial Medical Nutrition facilities. Meanwhile bodybuilders
"on the inside" continued to use Beverly International products. In fact, if you
think not, Beverly International has documented record that every Mr. and Ms.
Olympia winner in the 80's was a Beverly International user. Every winner!!!
But something happened in the late 80's and 90's. Quality and service got lost in
the shuffle of mass marketing. Beverly International wanted no part of it. How bad had it
become by 1993? Well, it was so bad that in one study by an independent agency in 1993,
only two products of twenty-one pulled from the shelf of an Atlanta Health Food store
passed a rigid analysis - Beverly International Mass Aminos and Muscle Mass BCAA. Two
Beverly International products were pulled. They both passed with flying colors. Nineteen
other branded products were analyzed. None passed!
Beverly International firmly believes Weider's name faded in the hard-core
bodybuilding industry because as they concentrated on expanding their magazines, including
Flex, they assumed, wrongly, that nutritional sales and expansion would just follow suit.
It did not. Weider has expanded today by buying other successful brands.
Beverly International, who had pioneered the idea of legitimate products, continued
to devote more and more research and product development costs into making better and
better products and, like Natural Source, never pushed into the mass commercial marketing
promotional arena.
But in the late 80's with Cybergenics, and then in the 90's, first with Met-Rx,
then EAS, bodybuilding experienced a veritable marketing supplement revolution. Huge
dollars were being spent in advertising, marketing and promotion. These companies happened
to make legitimate products with tremendous ad budgets, but too many others just had big
ad budgets and poor quality products.
Beverly International Nutrition continued it's low key product development and
medical research approach and still made the products highest in efficacy, according to
every independent group that analyzes the industry.
Now, post 2000, with new management and freedom from medical and institution
use-restriction, Beverly International Nutrition is going to move back into it's rightful
place of product quality eminence in bodybuilding. The near 30 years of research and
development in formulating protein and amino acid combinations that had been limited in
availability due to patent restrictions, cost and sophistication of the manufacturing
processes, are now ready to be released on a grander scale.
Reprinted in part from
BodyMuscle Journal
"What Do You Want, Quality Or Marketing Hype?"
By Roger Riedinger
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NOW ON SALE!