BRIGHT
IDEAS
Dr. Jon Dickinson sees a market in getting calcium back into people
who don't drink milk
Written
by Sam Whiting - SF Chronicle (AUG 19, 2007)
The
treatment for brittle bones at California Pacific Orthopaedic
& Sports Medicine begins in the waiting room. Patients can grab
a bottle of Osteo fruit tea and guzzle half their daily dose of
calcium. The inventor and owner of Osteo is Dr. Jon Dickinson,
50, a partner in the medical practice.
"Osteoporosis is a silent disease characterized by low bone mass.
In most cases, it doesn't give any symptoms until you fall and
break a bone. Being an orthopedic surgeon, I deal with osteoporosis
mostly through fractures. Whenever you see a little old lady with
a hump on her back it is most likely because she has osteoporosis
and she's had a mild series of compression fractions over the
years to cause her spine to become deformed.
Ninety percent of girls, and 80 percent of boys 12 to 19 don't
get the recommended daily allowance of calcium in their diet.
When you don't get the calcium in your diet, your body takes it
out of your bones. It's like filling up a gas tank. So it's very
important as teenagers to drink your milk, which is the most common
form of calcium.
From 21 on, you start losing calcium. There are a significant
number of people who are milk-allergic, and with the increase
in the consumption of soft drinks by teenagers, milk consumption
in the United States has plummeted.
Seeing fractures and realizing what a huge problem osteoporosis
is, I felt that it would be beneficial to provide calcium in a
way where people could take it, not necessarily in pill form.
There is a significant amount of people who do not like to take
pills. I worked out some formulations. Osteo was put on the back
burner for several years. Maybe a couple of times a year I'd get
the stuff out and work on it. Last year I decided I was either
going to do this or forget about it.
The key was increasing the solubility of calcium. If something
is insoluble, it will settle out at the bottom of the glass. If
it is soluble it stays suspended in solution. If you look at a
bottle of Osteo you won't see any white residue at the bottom.
We figured out a way of suspending it in solution.
This is the first drink that is designed specifically for bone
health. I've put magnesium, folate, boron and vitamins B6 and
B12 in. All have been shown to be promote bone formation. Osteo
is 500 milligrams of calcium per 12-ounce bottle. The U.S. recommended
daily allowance for adults is about 1,200 milligrams of calcium
a day, so we give you roughly half. We have three flavors. I like
lemon berry the best. It's lemon juice with cranberry, strawberry
and raspberry.
It retails for approximately $2.25 a bottle. It comes in a 12-pack
case. We're going to start small. This summer it's in Roberts
of Woodside. I was a bag boy there. It's in Woodlands Market in
Kentfield and Paradise Foods up in Corte Madera. (For other locations
visit www.osteobev. com.) We're coming out with a second product,
which is going to be geared toward youth. It's a calcium energy
drink called Osteoblast, in a 16-ounce bottle.
It's been eight years and I've been crossing my fingers and kind
of amazed that nobody has come out with a product like this yet.
The name of the company is Osteoblast Beverages. An osteoblast
is the cell in your body that makes bone. The bottle has the address
of my post office box in Ross. That's company headquarters.
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