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JUNE 6, 2009

Canyon gets toes tapping for Origin
Country superstar signs agreement to represent Halifax bioscience firm
By STEVE PROCTOR Business Editor
Sat. Jun 6

Country singer George Canyon has signed a deal to be spokesman for Origin BioMed of Halifax, which manufactures a pain reliever that the diabetic performer uses.(Tim Krochak / Staff)

WHEN COUNTRY music superstar George Canyon belts out one of his signature tunes, he often taps his toes to the beat.

What many people don’t know is, often the tips of those little piggies are hurting.

The 38-year-old Stellarton sensation has Type 1 diabetes and suffers chronic pain in the tips of two toes on his right foot.

"It is an annoying, and sometimes, painful feeling that never goes away," he said Thursday.

"It’s a pain that is common among diabetics, and I was always told by doctors to suck it up. It’s part of the treat that comes with being a diabetic."

He now insists those doctors are wrong, and inked a deal this week to be spokesman for Origin BioMed, a Halifax bioscience firm that manufactures and distributes a non-prescription cream proven to be effective in relieving nerve pain caused by a variety of conditions, including diabetic neuropathy.

"It’s not a cure, but it alleviates the annoying feeling," Mr. Canyon said before a tour of the company’s downtown facilities.

"I’m pleased to represent them because, while there have been a lot of medical advances, it seems the treatments for people with diabetes remain old school."

The tall, square-jawed Juno Award-winner has been offered other endorsement deals since he rose to prominence in 2004 as runner-up in Nashville Star, but he said the one-year Origin BioMed gig is the first deal of the kind he has accepted.

"I’m a pretty simple guy. I can’t put on a facade or represent about something that I don’t believe in," he said, flashing a smile and adjusting his iconic cowboy hat.

"For me, it’s not really about selling a product. It’s about getting awareness."

A spokesman for the Canadian Juvenile Diabetes Foundation since starting his solo career, Mr. Canyon speaks openly about the challenges of living with diabetes. He said he’s lucky enough to have an active lifestyle that includes playing hockey, riding horses, and even flying airplanes, but there are others with more severe symptoms who face greater limitations.

And despite all the education on diabetes that has been pushed into the marketplace over the years, he said a stigma remains.

"I want to help fix that. I am living my dream and diabetes is not in the way. I am challenging others to live their dreams."

Mr. Canyon, who freely expounds on the benefits of insulin pump therapy, said he’s distressed by the growing number of people diagnosed with Type 2 diabetes, especially in First Nations communities.

Jason Tutty, Origin BioMed’s vice-president of marketing, said there are two million diabetics in Canada, with over half a million suffering from nerve disorders.

"George is a huge talent and his high public profile will definitely bring diabetic nerve pain and Neuragen as a treatment option to the forefront for many Canadians suffering with this illness."

Mr. Canyon said he had never heard of the company or its products before his manager brought it to his attention several months ago, and he was shocked and proud to find out it was developed in his home province. He also liked the fact it was a natural product.

( sproctor@herald.ca)