This designation is definitely reserved for companies that provide financial support to NOF, with products judged to be consistent with the NOF objective. Beginning May 1, 2010 a portion of AdvaCAL product sales will end up being donated to NOF for osteoporosis prevention and education. said Andrew Lane, president of LaneLabs, the dietary firm behind AdvaCAL here . With the incidence of osteoporosis growing, we believe it is especially important to support the leading advocate, NOF, in this work. Yet 55 percent of adults 50+ today have or are in great risk of obtaining osteoporosis. And osteoporotic fractures are rising, exceeding three million annually by 2025 potentially.