That enthusiasm is spawning some pretenders, something McClung fears will eat into his franchise.
"We're the most knocked-off product in infomercial history, " McClung says, part boast, part gripe.
Sales were so brisk McClung then opened a so-called pain clinic to demonstrate and sell the blue-tinted cream.
Dr Colin McClung, ex-IRI, was co-recipient of the World Food prize in 2006 for this soil fertility work.
The regulators have been hounding McClung about cure-all claims he made (until recently) in infomercials for Super Blue Stuff.
"This is the most amazing product you are going to try, " McClung raved.
McClung says as many as 100 people a day came in for relief of everything from shingles to spider bites.
McClung is trying to boost the size of his emu herd, which now totals 5, 000 birds, each good for two gallons of oil.
The drugstore chain locked up exclusive rights to Super Blue Stuff for three months, after which McClung can sell it to other retailers.
Now McClung is redoing his infomercials, in which he says only that Super Blue Stuff provides temporary relief of arthritis, muscle strains and bruises.
McClung got the idea for Blue Stuff in 1996 when he met an emu breeder who was selling an emu-oil product as a pain reliever.
Unknowingly subscribing to Dr. Samuel Johnson's famous definition of advertising: "promise, large promise, " McClung hung a sign outside that said "Pain Relief in 5 Minutes!"
Although Super Blue Stuff is sold in 365 small independent stores and through a 200-person direct-sales force, a majority of its sales come over the toll-free line McClung broadcasts on his infomercials.
McClung asked a cosmetics lab to whip up a rub made from the oil and aloe vera, which he started selling to his aging, aching restaurant customers in sterilized ketchup bottles in 1998.
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