Dietician and Flax Lignan Expert Educates Retailers On How to Truthfully Market Flax Lignans

MINNEAPOLIS – March 23, 2005 – Filling the void of objective, consumer-driven flax lignan information, Acatris, the global company that created the first flax lignan ingredient for nutraceuticals and functional foods, captivated the attention of hundreds of media, exhibitors and attendees at this year’s Natural Products Expo West. 

The groundbreaking launch of the Flax Lignan Information Bureau (www.flaxlignaninfo.com) marked the first objective consumer resource on flax lignans.  Attendees packed the educational seminar, “Flax Lignans: What You Need to Know About This Emerging Ingredient,” on Saturday, March 19, 2005, presented by Jocelyn Mathern, R.D., Technical Specialist for Acatris, to learn more about the health benefits behind flax lignans and the new generation of flax lignan products.

With one of the most well attended seminars at the show, Mathern highlighted new and key research supporting flax lignans’ health benefits in breast and prostate health.  Research backing flax lignans’ health benefits is mounting and studies continue to show this antioxidant also may offer benefits in cardiovascular health, inhibiting hair loss and facilitating menopausal symptom relief. 

Mathern targeted retailers as she drove home consumer education during her presentation.  Earlier this year, Acatris issued a national consumer education alert to help health-conscious shoppers make informed decisions when purchasing high lignan products.  Mathern further examined the differences among flax products and offered tips to ensure consumers are getting the recommended minimum 50 mg SDG, the main flaxseed lignan, a day.  Demonstrating the new generation of high lignan flax products, Jarrow Formulas gave free samples of their new "Flax Essence" with LinumLife® after the presentation.

“Retailers need to understand what constitutes ‘high lignan’ so they can ensure consumers are reaping all of the health benefits that this antioxidant has to offer,” said Mathern, Flax Lignan Information Bureau Advisory Board member.  “It is important to equip consumers with tools necessary to not only understand the difference between flax products and lignan amounts, but also to make educated choices regarding their individual health needs.” 

Concluding with a tour of the Flax Lignan Information Bureau, Mathern guided attendees through the new, central online resource dedicated to educating consumers, retailers and others about this powerful ingredient.  Mathern navigated participants through several key components of the just-launched online resource, including the science and research behind flax lignans, breaking news, frequently asked questions, recipe ideas and more.  Expo West attendees streamed to the Acatris booth where Mathern and the Acatris team gave over 40 tours of the Flax Lignan Information Bureau. 

“As the amount of news and research grows, the Flax Lignan Information Bureau meets the need in the marketplace for an objective, consumer vehicle to communicate the health benefits of this natural ingredient,” said Marian Verbruggen, Ph.D., Flax Lignan Information Bureau Advisory Board member.  “With the Flax Lignan Information Bureau now live on the Web, consumers have a central resource they can trust for the most up to date and comprehensive information on this powerful ingredient.”

Flax lignans are phytonutrients found in unrefined grains, legumes, certain vegetables and seeds.  Studies show that flaxseed is one of the richest sources of lignans, providing up to 800 times more than any other plant.  Through their phytoestrogen properties, flax lignans have a balancing effect on hormones, which begins to explain their link in relation to prostate health and male-pattern baldness.

Please contact Jennifer Furey or Elizabeth Elegant if you are interested in obtaining a copy of Ms. Mathern’s presentation.

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Acatris, a division of the Dutch Royal Schouten Group, is an international organization that produces, markets and distributes ingredients for the food, health and nutrition industry. Acatris headquarters are in Londerzeel (Belgium) and has offices in The Netherlands, Poland, United Kingdom, Canada and USA.  The product portfolio contains branded ingredients such as Pectacon®, Dadex®, SoyLife®, FenuLife® and LinumLife™. Contact (952) 920-7700 or visit www.linumlife.com.

Contact:                                    
Elizabeth Elegant
eelegant@mww.com
MWW Group
312-853-3131