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Generation Earth is about redefining the delivery of natural health care alternatives for children and making them more accessible to parents and kids. It will be associated with natural health care products (herbal/homeopathic/nutritional) to increase kids health and provide "natural remedies for common ailments in kids". Education campaigns will also play a major part in promoting children's health and prevention of disease.
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While aimed at kids health (boys and girls) , the product will be purchased by parents and carers (probably mostly females) so it needs to have appeal to both children and parents. The majority of the adult target group will be well educated, professional, middle to high income earners however it needs to appeal to all. Initially it will be marketed in Australia and New Zealand, however it may go further afield in the future.