January 4, 2011
U.S. & Worldwide Supplement Trends:
The world of natural health care has been steadily on the rise for decades. What was once a niche industry that catered to only a small segment of the U.S. population has now gone mainstream. Millions of consumers now strongly believe that an ounce of prevention is clearly more valuable than a pound of cure, and count on a multitude of natural remedies to stay well and counter dis-ease. A recent survey by the Council for Responsible Nutrition suggests that a majority of supplement users have not cut back on their supplement regimens, despite the tougher economy. According to the survey, 51% of supplement users indicate that the U.S. economyʼs ills wouldnʼt force them to cut back on their supplementpurchasing habits. The survey results also showed that of the 51% who didnʼt plan on cutting back their supplement routine, 13% reported supplements were an essential part of their overall wellness regimen and something they could not do without.
Natural Marketing Institute (NMI) estimates total U.S. Nutrition Industry sales at $112 billion (+9%), with Supplements as a category reaching $23.3 billion (+7%) in 2008. Herbal sales comprised a significant portion of dietary supplement sales in 2008, approximately $4.8 billion overall.
Industry segment categories are shown graphically below as a percentage of total sales. Vitamins, minerals and herbals as a category is in the #3 position with a 20.7% share:
Use of herbal remedies continue to grow. Many consumers are aware of the unwelcome side effects experienced with the use of pharmaceutical medications, and choose a more natural means to maintain optimum health & well-being. Itʼs interesting to note that herbal remedies play a two-part role as they are not only the growing medicinal of choice when dealing with acute dis-ease conditions, but also play an important preventative role. Consumers around the world are increasingly savvy to the principal of wholism, and the improved quality of life resultant from the effort to encourage wellness.
More recent reporting from Nutrition Business Journal (NBJ) has arrived at a total estimated figure for all U.S. herbal dietary supplement sales in 2009 at $5,030/MM (see chart below).
NBJ data also shows that herbal supplement sales increased in every channel in 2009. According to NBJ, herbal dietary supplement sales increased in the FDM channel by nearly 15%, in the natural and health foods channel by around 5%, and in the direct sales channel by 1.5%. NBJʼs market estimate also indicates that half of all herbal supplement sales occurred through the direct sales channel, followed by 32.6% of sales in the natural and health foods channel and 17.5% in the FDM channel. (NBJʼs figures for the FDM and natural and health foods channels do include estimates of sales from Wal-Mart and Whole Foods, in addition to other sources not considered by IRI and SPINS.) These statistics from NBJ, IRI and SPINS indicate that the economic downturn may have contributed to sales growth for herbal supplements, as it appears to have done for the dietary supplement industry as a whole.
An article published in Newsweek in October 2009 noted that stores selling vitamins, minerals and supplements benefited from the recession due to some U.S. consumers exchanging bad and/or expensive habits for healthier ones and from some Americans losing their health insurance and choosing supplements over costly prescriptions. The article also added that baby boomers have grown more obsessed with their health and wellness (Herbal-Gram Market Report; 2009).
Given the fact that half of all herbal dietary supplements in the U.S. are sold through the Food, Drug & Mass channels (FDM), it’s interesting to note the 10 top-selling single herbal dietary supplements within these retail channels, as determined by IRI. Cranberry (Vaccinium macrocarpon) supplements, which were the top selling herbal supplement product within the FDM channel in 2008, have remained the leader in this category for 2009. Sales of cranberry supplements rose by 23.3% in 2009. Sales of milk thistle (Silybum marianum), Saw palmetto (serenoa repens), Echinacea (Ecinacea; spp), Garlic (Allium sativum), and St. Johns Wort (Hypericum perforatum) all made reasonable strides in terms of their category growth. (Herbal-Gram Market Report; 2009).
The following chart provides an outline of herbal sales in all classes of trade 2009 vs. 2008. It also highlights market share by sales channel for 2009:
Chia: A Seed of Wellness Takes Root:
The world of nutraceuticals is in a continual mode of discovery and evolution. Plants are a vital and integral part of organic life on earth, providing us with a vast array of phyto-medicines that help keep us well. Those who are an active part of the worldwide nutraceutical trend are in an ongoing state of exploration in an effort to identify and develop effective natural remedies to help consumers around the world maintain good health and an optimum lifestyle. One plant becoming more and more relevant within the world of nutraceuticals to the consumers is Chia. Chia is a great example of “something old becoming new again.”
Chía (Salvia hispanica L.) is a yearly summer plant belonging to the Labiatae family. The seedʼs oval grains are about 2/mm long, black or dark brown, sometimes white or gray. This specie has its origin in the hilly areas ranging from West Central Mexico to Northern Guatemala. The plants themselves hold little nutritional or culinary interest - the seeds are the main attraction.
Chia, is familiar to most of us as a seed used for the novelty of the Chia Pet™, clay animals with sprouted Chia seeds covering their bodies. Little has been known, however, of the seeds tremendous nutritional value and medicinal properties. As per archaeological evidences, the use of chia seeds can be traced back to 3500 B.C. It was domesticated by ancient Mexicans in 2,600 B.C. For centuries this tiny little seed was used as a staple food by the Indians of the Southwest (US) and Mexico. These seeds were known as the "running food." It was said the Aztec warriors subsisted on the Chia seed and water during their conquests. Ancient documents shows that in Mayan times there were four important crops: corn, beans, chia and amaranth. These four crops comprised the main components of the Aztec and Mayan diets when Columbus arrived in the New World. It was a major crop in central Mexico between 1500 and 900 BC and was still cultivated well into the 16th century AD, but after the Spanish conquest, authorities banned it because of its close association with Aztec religion (Indians used the seeds as offerings in rituals). Chia is undergoing something of a renaissance after centuries of neglect.
Packed inside a tiny chia seed is protein, omega-3 oil, fiber, antioxidants, vitamins and calcium. Tiny chia seeds don't stop with what's packed inside of them: once eaten, chia seeds provide energy, lessen the risk of cardiovascular disease, stabilize blood sugar, provide the daily requirements of fiber, vitamins and aid in weight loss. Huge health benefits from a tiny seed, but the chia seed isn't done yet. Chia seeds are extremely versatile. They can be eaten as is, ground and put into baked goods, made into a gel and added to any recipe or dissolved in water and used as a fiber drink. The tiny chia seed still is not done showing off its health benefits and versatility. Chia seeds can be stored at room temperature for up to 2 years since they never go rancid. Chia has a nutlike flavor. You can mix seeds in water and add lime or lemon juice and sugar to make a drink known in Mexico and Central America as "chia fresca." As with ground flax seeds, you can sprinkle ground or whole chia seeds on cereal, in yogurt or salads, eat them as a snack, or grind them and mix them with flour when making muffins or other baked goods. Because of its nutritional value and stability, chia is already being added to a range of foods.
Research has shown that adding it to chicken feed makes for eggs rich in omega-3s. Feeding chia to chickens enriches their meat with omega-3s; fed to cattle, chia enriches milk with omega-3s. Chia can also be added to commercially prepared infant formulas, baby foods, baked goods, nutrition bars, yogurt and other foods. Another bonus: insects don't like the chia plant so it is easier to find organically grown varieties. Until recently, Chia was produced by only a few small growers, but commercial production has dramatically increased in Latin America, and you can now buy the seeds online and in health food stores.
Chia: Numerous Health Benefits Delivered Naturally:
Chia is very rich in omega-3 fatty acids, even more so than flax seeds. Chia seeds and oil naturally contain more than 60% Omega-3 fatty acid. This is the highest percentage of Omega-3 of any commercially available source. The body converts Omega-3 from chia into EPA and DHA. Chia has no odor, doesnʼt go rancid, is easy to store, easy to use, has very little flavor/taste and is not contaminated with pesticides, chemicals or heavy metals. In addition to its extremely high Omega-3 content, Chía has other components that make it attractive for human nutrition: antioxidants, fiber, protein and minerals such as phosphorus, calcium, potassium, magnesium, iron and zinc.
•Antioxidants: Major antioxidants found in Chia are chlorogenic acid and caffeic acid. Both compounds are primary antioxidants that help prevent cancer and age-related degenerative illnesses. The chia seed has an ORAC (Oxygen Radical Absorption Capacity) of 8,200/umols in 100g of seed, which is as high as the one found in berries.
• Fiber: Today many professional experts and health institutions recommend a minimum daily intake of 20 to 30 grams of fiber. Chia contributes 40g of fiber per 100g of seed, which is equivalent to more than 100% of the daily intake recommended for adults.
• Protein: Chia contains > 20% protein. A larger amount than the protein in traditional cereals such as wheat (13.7%), corn (9.4%), rice (6.5%), oatmeal (16.9%) and barley (12.5%). Chia is a high-quality protein source; it has all the essential Amino Acids and a high biological value, similar to soy protein. The protein in chia is gluten-free.
• Minerals: Chia is an excellent source of calcium, phosphorus, magnesium, potassium, iron and zinc. Chia has 13 to 354 times more calcium, 2 to 12 times more phosphorus, and 1.6 to 9 times more potassium per 100g than wheat, rice, oatmeal and corn. Chia has 6 times more calcium, 11 times more phosphorus and 4 times more potassium per 100g than milk.
One unusual property of the Chia seed is its ability to form a gel. If you try mixing a spoonful of Chia in a glass of water and leaving it for approximately 30 minutes or so, when you return the glass will appear to contain not seeds or water, but an almost solid gelatin. This gel-forming reaction is due to the soluble fiber in the Chia. Research believes this same gel-forming phenomenon takes place in the stomach when food containing these gummy fibers, known as mucilages, are eaten. The gel that is formed in the stomach creates a physical barrier between carbohydrates and the digestive enzymes that break them down, thus slowing the conversion of carbohydrates into sugar. In addition to the obvious benefits for diabetics, this slowing in the conversion of carbohydrates into sugar offers the ability for creating endurance. Carbohydrates are the fuel for energy in our bodies. Prolonging their conversion into sugar stabilizes metabolic changes, diminishing the surges of highs and lows creating a longer duration in their fueling effects. Slower digestion also results in a prolonged feeling of satiety and delays the return of hunger, which may be helpful for those trying to reduce body weight.
Athletes have recognized the hydration benefits achieved by adding Chia seeds to their training program. It is believed that Chia seeds help retain and regulate body fluid more efficiently. Because there is a greater efficiency in the utilization of body fluids, the electrolyte balance is maintained. This can be of benefit to endurance athletes or anyone who has increased fluid losses from sweating, vomiting and diarrhea.
Omega-3 Supply: A Problematic Environment:
With such a complete nutritional profile and the guarantee of a sustainable supply, Chia Seed can be really considered today as a “super-ingredient.” This is true especially when we know that the worldʼs best and most widely promoted omega-3 source is fish oil. Fish oil long chain omega-3s (EPA and DHA) have been the subject to numerous clinical studies financed by the fish industry. Fish oil is currently widely used in the food supplement industry, but is facing barriers to massively access the food industry as an ingredient. When unprocessed, fish oil displays strong smell and taste, both difficult to conceal, and when processed (micro-encapsulated) it has a particularly high cost impact on the end-product. On the other hand, the sustainability of this source has always been questioned. In March 2009, a group of Canadian scientists reported that the worldʼs current fish stock is not sufficient to satisfy the demand of omega-3 for human population, and that if the current trend continues, this demand will have large-scale consequences for the environment. (Canadian Medical Association Journal, Vol. 180, pp. 633-637). This is one of the reasons why some of the major international health organizations refuse to establish recommended daily doses of Omega-3. Vegetable sources seem to be the most sustainable for a future scenario that considers the gradual reincorporation of these rich in omega-3 ingredients into manufactured products.
The appetite for omega-3 fatty acids — hailed by studies as a weapon against ailments from heart disease to Alzheimer's to depression — appears to be endless. Since 2006, the U.S. market for omega-3 supplements has doubled to an estimated $1 billion, and that doesn't count the billions of dollars more that consumers paid for infant formula, orange juice, breakfast cereals and a host of other products that have added these wonder nutrients. But is the fatty-acid craze threatening our ecosystem? The best omega-3 source is oily fish like salmon, mackerel and sardines. Environmentalists fear that some species, especially a small filter feeder called menhaden, which plays a critical role in the aquatic food chain are being overfished for oil supplements. Bigger fish prey on menhaden, which eat omega-3-rich algae and in doing so clean the ocean waters off the Atlantic and Gulf coasts. By filtering up to 7 gal. (about 26 L) per min., menhaden help prevent oxygen-depleting algal blooms that lead to underwater dead zones. Although few Americans have heard of menhaden, its protection is a big enough worry that 13 of 15 Atlantic states have banned from their waters the fish-oil company that catches 90% of the country's menhaden. The Houston-based Omega Protein insists the menhaden population is healthy. But while the Atlantic States Marine Fisheries Commission says menhaden don't yet face overfishing on a coastal scale, it is limiting the industrial harvest of the fish in Chesapeake Bay, hard hit of late by dead zones. "The devastation of the marine environment has to be taken into account," says H. Bruce Franklin, a professor of American studies at Rutgers University and author of a recent book on menhaden, “The Most Important Fish in the Sea”.The declining menhaden population isn't the only concern swimming around fish-based omega-3 supplements. Mercury consumption is another, as are the needs of vegetarians. The good news there is that plant sources like flaxseed and canola oils have one of the omega-3 fatties, alpha-linolenic acid (ALA). The bad news is that they don't contain docosahexaenoic acid (DHA) or eicosapentaenoic acid (EPA), the more important omega-3 nutrients. Our bodies can convert ALA into DHA and EPA, but the process is limited and slow. (Time Magazine; 2010). This is due to a modern diet overloaded in omega-6 fatty acid or linoleic acid (LA). Both omega-3 and omega-6 fatty acids are essential for healthy diet, but must remain balanced. The absolute amount of ALA and LA in the diet affect ALA conversion. Diets rich in LA can reduce the conversion of ALA to EPA and DHA. Decreasing the intake of LA has been found to increase the proportion of dietary ALA converted into EPA, while increasing ALA intake can increase the absolute amount of DHA synthesized (Goyens et al. 2006, Am J Clin Nutr 84:44-53). The American Institute for Cancer Research reports that the current ratio of omega-6 fatty acids to omega-3 fatty acids in the average American diet is about 15-to-1. An ideal ratio would be 4-to-1.
Benexia™: A Product of a Changing Environment:
Worldly trends are continually in flux, and having the foresight to grasp new and emerging patterns is key. Those that do are in position to successfully launch new products, and to help millions better their quality of life. A unique group of international growers has now stepped up to the plate in an effort to expand distribution of chia and to launch Benexia™ on a worldwide basis. Cumulatively, their energy and passion has elevated the availability of this incredibly beneficial phyto-medicine to unprecedented heights.
As background, chia seed was selected to be part of the “North Western Argentina Regional Project“ (NWARP, sponsored by the University of Arizona and the Argentinean government), for its exceptional nutritional benefits, and the high potential it represents for the Food Industry. The project aimed at identifying and producing alternative crops, at an industrial scale, in order to improve the economy for farmers in the North western area of Argentina. Independent Growers, Experts and Scientists who participated in the NWARP created a “Growersʼ Cooperative”: Functional Products Trading S.A. (FPT S.A.) to build a future for Chia Seed. These Growers created a company in Santiago, Chili in 2005, Functional Products Trading S.A. (FPT S.A.), together with Sandra Gillot, in order to give Chia the commercial, scientific project required.
The Mission of Functional Products Trading S.A. is:
The worldwide promotion of the chia seed and its derivatives, as a unique, sustainable vegetable source of essential fatty Omega-3 fatty acids, fiber, proteins, minerals and antioxidants through adequate management in terms of production, distribution, quality & financial control, science and marketing.
The Global Vision of Functional Products Trading S.A. is:
Sustainability, ethics, transparency, and international partnerships. FPT grows through an international partnership strategy, where ethical and transparent relationships are promoted. The global vision includes the following:
• To integrate new chia seed growers and help them grow seed successfully.
• To ensure optimum yield and quality, in part by offering partners an equity stake in the company.
• To transfer technology between growers in an efficient manner to grow industrial production.
• To foster team spirit and the passion for the chia seed. Benexia Chia seed production is Global-GAP and HACCP-GMP certified, as the result of organizational commitment.
Associated growers of Chia seed (FPT S.A.):
• Have more than 10 years of experience in the selection and culture of the Chia seed.
• Are the biggest and more efficient Chia producers worldwide.
• Own virtually unlimited capacity to expand the production and meet a growing demand.
• Own know-how and expertise in every step of the production chain.
• Offer the purest and best quality chia seed available worldwide.
Benexia™: From Seed to Consumer
The nutraceutical industry is evolving and the demand for reputable, credible, quality driven corporations are part of this transformation. As more and more consumers come to the category, itʼs imperative that the growing base of nutraceutical products are produced at the highest level of quality. For this to occur correctly there needs to be a seamless interplay between corporate staff and the products they wish to bring to the masses.
Functional Products Trading S.A. is a unique organization comprised of a body of individuals owning a high level of knowledge, expertise and vision, combined with an understanding and passion for team-play. Years before chia was seen in a favored light and poised for serious growth, FTP S.A. understood the inherent value of chia, the therapeutic value of its seed, and its future as a super-food. This ability to have broad vision, to plan and strategize effectively, is important in the effort to break new ground and to be successful. Functional Products Trading S.A. clearly understood growing trends pertaining to Omega-3 as well as its limits. FTP understood Omega-3 fish sources as ultimately finite, and that its fast-paced growth would be hampered due to future environmental factors.
The development of Benexia has been created as an ecologically friendly and sustainable source of Omega-3 and other important nutritional factors relative to the maintenance of good health. Itʼs interesting to note how a multi-dimensional corporation such as Functional Products Trading S.A. has born a unique multi-benefit product as a reflection of itself. Benexia contains the richest source of Omega-3 type fatty acids, and also contains significant levels of high quality proteins, fiber, vitamins and antioxidants. It earns its super-food status by providing a wide array of such benefits resultant from the inherent active elements within chia. Benexia chia is derived from a renewable plant source, is pesticide free, is non- GMO and contains no cholesterol. Itʼs important to note that the wide-scale source of plant chia and its seed is not by any means standardized. Not all production takes place at the highest level yielding an end-product which in many cases falls short of ideal quality and efficacy.
FTP S.A meticulously controls the production process from “seed to consumer” in an unwavering effort to meet the highest standard of product excellence. Chia seeds used in the production of Benexia are GAP (Good Agricultural Practices) certified. Good Agricultural Practices are a collection of principles to apply for on-farm production and post-production processes, resulting in safe and healthy food and non-food agricultural products, while taking into account economical, social and environmental sustainability. The chia seeds used in Benexia are cleaned and selected under GMP (Good Manufacturing Practices) and HACCP certification. To further clarify, HACCP is a management system in which food safety is addressed through the analysis and control of biological, chemical, and physical hazards from raw material production, procurement and handling, to manufacturing, distribution and consumption of the finished product. It should also be noted that FPT S.A is an ISO 9001:2008 certified company.
The vast majority of ISO standards (International Organization of Standardization) are highly specific to a particular product, material or process. However, ISO 9001 (quality) and ISO 14001 (environment) are "generic management system standards." "Generic" means that the same standard can be applied to any organization, large or small, whatever its product or service, in any sector of activity, and whether it is a business enterprise, a public administration or a government department.
The graphic below highlights stringent production and corresponding third party certifications applied to the Benexia brand. Itʼs the old metaphor: “the quality clearly goes in before the Benexia name goes on.”
Omega-3 & The Benexia™ Advantage:
Peppered throughout this White Paper is mention of omega-3-fatty acids, given their nutritional value as well as their wide-scale growth in popularity and use. In recent years, a great deal of attention has been placed on the value of eating a low fat diet. In some cases, people have taken this advice to the extreme by adopting a diet that is far too low in fat or, worse yet, a diet that has no fat at all. But the truth is that not all fat is bad. Although it is true that trans and saturated fats, which are found in high amounts in red meat, butter, whole milk, and some prepackaged foods, have been shown to raise a person's total cholesterol, polyunsaturated fats can actually play a part in keeping cholesterol low.
Eicosapentaenoic acid (EPA) and docosahexaenoic acid (DHA), are found mainly in oily cold-water fish, such as tuna, salmon, trout, herring, sardines, bass, swordfish and mackerel. With the exception of seaweed, most plants do not contain EPA or DHA. However, alpha-linolenic acid (ALA), which is another kind of omega-3 fatty acid, is found in dark green leafy vegetables, flaxseed oil, fish oil, and canola oil, as well as nuts and beans, such as walnuts and soybeans. Enzymes in a person's body can convert ALA to EPA and DHA, which are the two kinds of omega-3 fatty acids easily utilized by the body.
The populations of all industrialized countries are in serious need of Omega-3s, and of other essential nutrients like antioxidants, vitamins and minerals. That makes Benexia chia a strategic ingredient for the years to come. While Omega-3 is the most often referenced antidote for modern chronic degenerative conditions, it is often the supporting role of other important nutrients such as fiber, protein, antioxidants and minerals, which guarantee optimal health, jointly acting with Omega-3. Benexia offers these very important nutritional benefits with each and every dose.
The following chart provides a snapshot of the Omega-3 benefits of Benexia. You will note from the various examples below the incredible goodness inherent in this truly special nutritional brand. (Source: Circulation 2002, Semac 2001, Chilean Nutritional Content table).
Benexia™: Trends, Benefits & Research:
U.S functional-foods sales are growing at 10.2% in a market valued at $31 billion, according to Nutrition Business Journal (NBJ). According to a report from market researchers The Freedonia Group, who define categories somewhat differently from NBJ, world demand for nutraceutical functional ingredients is forecast to advance 5.8% annually to $15.5 billion in 2010. These nutritional compounds will serve a projected $197 billion global market for nutritional preparations and natural medicines.
Freedonia asserts the best worldwide growth opportunities for nutraceutical ingredients will emerge in soy isoflavone proteins; the functional-foods and beverage additives lutein, lycopene, omega-3 fatty acids, probiotics and sterol esters; the essential minerals calcium and magnesium; the herbal extracts garlic and green tea; and the non-herbal extracts chondroitin, glucosamine and coenzyme Q10. Based on sales, there's no question that omega-3s and probiotics are enjoying phenomenal growth, and the same holds true for organic anything, with joint-health stalwarts glucosamine and chondroitin remaining strong sellers — representing nearly half of all dollar sales of non-herbal supplements in the US — with relatively little new growth, indicating mature ingredients.
Organic product sales grew by more than 5%, reaching $26.6 billion in 2009, despite the distressed state of the economy, according to the Organic Trade Associationʼs 2010 Organic Industry Survey. In the organic non-food sector, organic supplements led, with $634 million in sales, representing 35% of total organic non-food sales. Organic supplement sales were 12% higher than in 2008. Organic fiber (linen and clothing) totaled $521 million in sales, up 10.4%, while personal care products, at $459 million, were up 3.7% from 2008 sales. Advancements in ingredient technology inspired product developers in 2006 to innovate through the addition of powerhouse omega-3 fatty acids into all types of foods and beverages. These products have started rolling out into the mainstream marketplace and initial sales figures suggest they are making their way into consumersʼ homes . . . repeatedly. Packaged Facts predicts that by 2011, retail sales of foods and beverages enriched with omega-3s will reach more than $7 billion. Consumed consistently, Benexia helps to protect the body and encourage wellness. Given the significant levels of Omega-3 fatty-acids present, the following is a list of some of its key benefits:
Omega-3 benefits for adults:
-Helps prevent bad cholesterol and cardiovascular problems.
-Helps prevent obesity, diabetes, and depression problems.
-Helps improve concentration and resistance against diseases.
Omega-3 benefits for pregnant and nursing women:
-Help prevent arterial Hypertension and mother’s postpartum depression.
-Are essential in the retinal and neurological development of the fetus, in the immunological system and the psychomotor development of the new-born baby.
Omega-3 Benefits for children:
-Helps prevent problems of attention deficiency, hyperactivity, and aggressiveness in cases of stress
Omega-3 benefits for the elderly:
-Helps prevent Alzheimerʼs disease
-Help improve resistance against inflammatory diseases of the lung.
These benefits have been proven by clinical studies made on the effects of Chia seed on human health, or are conclusions of studies made on the effects of the ALA Omega-3 kind on human health
• Alpha Linolenic Acid and Risk of Nonfatal acute Myocardial Infarction. Hannia Campos et al.- Harvard School of Public Health, Boston, USA. 2008
• Chia and cardiovascular risks factors in Type 2 Diabetes (V.Vuksan, St Michael's Hospital, Toronto, Canada).
• Effect of Dietary ALA from chia on lipid content and FA composition of Rat Plasma, Ricardo Ayerza, Wayne Coates - University of Arizona, Tucson, Arizona, USA, 2007
• Effect of alpha-linolenic acid in the human diet on linoleic acid metabolism and prostaglandin biosynthesis. O. Adam, G. Wolfram and N. Zolner. J. Lipid Res. 1986 27: 421-426
• Anti-hypertensive effect and safety of dietary alpha-linolenic acid in subject with high-normal blood pressure and hypertension. Takeuchi H, Sakurai C, et al. J Oleo Sci 56:347-60, 2007
• Chia Seed is a high source of ALA and prolongs postprandial glycemia (V.Vuksan, University of Toronto, St Michael's Hospital, Canada)
• Lipids in Health and Disease - "Are all n-3 polyunsaturated fatty acids created equal?" Breanne M Anderson and David WL Ma. - Department of Human Health and Nutritional Sciences, University of Guelph, Guelph, Ontario, Canada.
• Fernandez, S., M. Vidueiros, R. Ayerza, W. Coates and A. Pallaro. 2008. Impact of chia (Salvia hispanica L) on the inmune system: preliminary study. Proceedings of the Nutrition Society, Volume 67, Issue OCE, May 2008, E12. • Ayerza, R. and W. Coates. 2008. Chapter 26: Chia seeds and the Columbus Concept, Bakery and Animal Products. Wild-Type Food in Health Promotion and Disease Prevention. Edited by: F. De Meester and R. R. Watson. Humana Press, Totowa, NJ 07512, pp 377-392. • Ayerza, R. and W. Coates. 2007. Lowering Triglyceride and Increasing HDL-Cholesterol Levels in Rat Serum When Feeding Alpha-linolenic Fatty Acid Derived from Chia Seeds. Presented at the XII World Congress on Clinical Nutrition, June 18, 2007, Edmonton, Canada. (Power point presentation -
• Ayerza, R. and W. Coates. 2007. Effect of dietary α-linolenic fatty acid derived from chia when fed as ground seed, whole seed and oil on lipid content and fatty acid compost ion of rat plasma. Annals of Nutrition and Metabolism, 2007:51:27-34.
• Ayerza, R. and W. Coates. 2006. Total ω-3 fatty acid content of selected foods. Office of Arid Lands Studies, The University of Arizona, Tucson, Arizona, USA.
• Fernández, I., R. Ayerza (h), W. Coates, S.M. Vidueiros, N. Slobodianik1, and A.N. Pallaro. 2005. Effect of incorporating chia seed or oil on the plasmatic lipid profile. Proceedings of the XI Congreso Latinoamericano de Grasas y Aceites, Buenos Aires y Rosario, Argentina, pp.352-353.
Cooperative Support for Benexia™:
Proprietary Nutritionals Inc. (PNI) understands the importance of building brand awareness for new product entreeʼs into the market and is committed to ongoing product support for the long-term. Work is currently underway to develop effective media support for Benexia™ with the goal of making both the trade and the consumer highly familiar with this unique nutraceutical brand. Planning is currently underway to initiate the following programs:
• National Consumer Education and Branding Programs: These programs will demonstrate a strong initiative with considerable muscle to move product off retail shelves. The aim is to educate the consumer on the significant differences between Benexia™ and all other competitive brands on the U.S. market. PNI has chosen a consumer communication organization they believe will be most effective in disseminating the Benexia™ story and gain optimum awareness for the brand. The overall program will include national TV, radio & print vehicles. Benexia has recently been the subject of interest on Oprah, The Today Show and in Dr. Ozʼs books.
PNI also plans to educate Pharmacists and Pharmacy Technicians via educational CE programs that allow these health care professionals to learn in detail about the anti-inflammatory/ pain category and the unique features and benefits related to Benexia™. In the U.S. the plan is to align with top FDM trade journals to serve as an educational conduit as well as a national source of advertising. The program will reach out to Executives, Buyers, Pharmacist and Technicians at Retail Chain Pharmacy across Food Drug/ Mass & Wholesaler channels. Reaching executives, Pharmacists and Techs in combination with online exposure to store level-executives at retail pharmacy is an all encompassing winning combination.
Initial trade exposure for Benexia™ will be implemented in key natural product health related trade journals. These will include:
• Nutritional Outlook
• Nutraceuticals World
• Functional Ingredients
• Prepared Foods
• Food Product Design
• Food Technology
Throughout 2010, these journals will carry the Benexia™ message via full-page fullcolor print advertisements. A sample ad entitled, “Aztec Super Food” is shown:
Itʼs Time for Benexia™ Omega-3:
In closing, Benexia™ is a unique nutraceutical product that makes “dollars and sense” from both a Trade & Consumer point of view. The nutraceutical trade benefits by selling what many consider the best chia Omega-3 product on todayʼs market, while at the same time generating strong profits. Those who are users of Benexia benefit greatly as well. Consumerʼs around the globe should give serious consideration to a product owning a long-list of health benefits, while at the same time providing support for the planetary environment.
As cliche as it may sound, Benexiaʼs time has come! Benexia represents a serious benefit to preventative wellness as well as to the environment. A product that provides the benefits of Omega-3 from a sustainable, renewable quality source, while benefiting the delicate balance of our ecosystem, should be embraced as the nutraceutical alternative of choice. Itʼs not often that you have a perfect storm of vision, energy and resolve inherent within any corporate culture. Functional Products Trading S.A. (FPT S.A.) is guided and sustained by this tri-part dynamic. The development of Benexia is important as it benefits a better quality of life on multiple levels. Companies able to deliver on such a wide-angle mission should be applauded for the broad, positive principles from which they operate.