At least some retailers are showing us the evidence.

One of the side effects of thinking about evidence-based management for the past 3+ years is that unsupported claims and references to unspecified research *bug me more than ever*. By now, I'd like to think the Internet would have made that kind of thing absolutely inexcusable -- although mainstream journalists in pubs such as the New York Times are frequently guilty of not linking to the research they cite.

So I feel better knowing that some vendors are proactively making it easier for people to find  evidence. Case in point: Sunday's newspaper insert for Vitamin Cottage Natural Grocers has an article about the nutrient Coenzyme Q10. And at the end of the piece they list full citations for articles from two journals: Nutrition and the Journal of the International Society of Sports Nutrition. The Vitamin Cottage site also has a Research Library section with links to agencies such as the National Institutes of Health, and also guides to understanding various symptoms and conditions.

Now I know the purpose of their web site is to help the company sell more stuff (nothing wrong with earning an honest living). And I'm guessing this approach does help move product -- at least to evidence geeks like me. But aren't consumers better off having solid information pass right under their noses, rather than passively accepting unsubstantiated claims or, even worse, just pure B.S.? Vitamin Cottage is helping people see for themselves what the evidence says, and raising the bar for other retailers. Viva la Evidence!