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At Natural Choice we remain committed to improving the quality of life for all people in pain.  That is why we have chosen to help those suffering with ALS.  ALS is not a common disease, but for those stricken by it the symptoms are extremely life altering and difficult.  After first being discovered in the late 1800’s the disease remained mostly unknown for about 70 years until it claimed the life of famous baseball player Lou Gehrig (who the disease became named after), and in the 80 years since has continued to be relatively unknown.  Medical research and those afflicted with ALS receive very little attention, funding or personal financial assistance.  Usually sufferers are left with little to no hope or the ability to afford treatment to slow the progression of the disease itself or to make vital lifestyle and living changes.


Besides being a world famous daredevil, Evel Knievel was known for his love of the people, those fighting against the odds and especially the underdog.  That’s why we have chosen to donate a portion of the profits from the sales of Natural Choice products to the HARK ALS Charity Orginization.  EVERY TIME you purchase a Natural Choice product in your pursuit of living a better pain free life you are PERSONALLY helping those afflicted by ALS and standing up for the underdog, just like Evel Knievel did.  Evel Knievel would be proud that you are joining him in battling this problem and improving the quality of life for those who often go unnoticed.

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HARK is an organization that provides assistance to alleviate the financial burdens faced by families battling ALS.  It’s mission is to share the real story of ALS and to provide a network of compassionate resources for families.  It does this in very tangible ways such as: providing financial assistance, helping to acquire handicap accessible vehicles, purchasing medical equipment not covered by insurance and providing assistance with necessary home modifications for those afflicted with ALS such as wheelchair ramps and chair lifts.


While you may not be familiar with ALS, you’re probably familiar with one of its most famous victims, world renowned theoretical physicist Stephen Hawking - one of the greatest minds of our generation.

Amyotrophic Lateral Sclerosis, also known as Lou Gehrig’s Disease, is named after the Hall of Fame NY Yankees baseball player, Lou Gehrig, who was diagnosed with ALS in 1930. Unfortunately, very little research or progress has been made in the pursuit of treating or finding a cure for ALS since that time.

ALS is a Motor Neuron Disease (MND) that affects the nerve cells in the brain and the spinal cord known as motor neurons. As the disease progresses the nerve cells begin to degenerate resulting in the inability of the brain to initiate and control muscle movement. As a result the muscles begin to waste away or atrophy causing increased muscle weakness and paralysis. Muscles that are affected include the legs, feet, arms, hands and those that control swallowing and breathing.

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