Chia White Paper
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.
© 2010 