Brown rice wins FDA health claim

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                                                          Brown rice wins FDA health claim

 Brown rice has been added to the FDA-approved list of whole grains that may make health claims including
reducing the risk of heart disease and some cancers.

Brown rice, along with many other grains was prewviously excluded because its dietary ber content was
considered too low, but this requirement has been relaxed. english_2.gif

The health claim means brown rice products will be able to bear a whole grains logo and information pointing out
the bene ts of consuming whole grains.

"This is a milestone event", said Al Montna, chairman of the USA Rice
Federation. "Today brown rice joins the recognized ranks of healthful foods that
are entitled to make this claim. Having this information on packages of brown
rice will help consumers increase whole grain consumption and reduce their
risk of heart disease and some cancers".

The claim states: "Diets rich in whole grain foods and other plant foods and low
in total fat, saturated fat and cholesterol may reduce the risk of heart disease
and some cancers".
Whole grain gains

US Dietary Guidelines recommend "making half of all grain servings whole" or consuming three whole grain
servings per day in the average 2000-calorie diet.

Yet data from a recent consumer survey conducted by EatingWell magazine and the USA Rice Federation show
that the majority of Americans (65 percent) don't eat anywhere this amount.

Under the reform, all single ingredient whole grain foods are eligible to make the health claim as long as they
meet broad health claim requirements.

                                          english_2b.gifThe dietary ber aspect of the health claim has been a
                                          bone of contention since 1999 when the claim was established because it
                                          favored high ber content over total nutritional composition.

                                          The ber relaxation will please groups such as the ax industry that are
                                          yet to receive the approval brown rice has won, a cause of acrimony to an
                                          industry that feels unfairly persecuted by anachronistic laws.
Alfa Editores Técnicos - Brown rice wins FDA health claim
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                                                          Brown rice wins FDA health claim

The low-down on brown

Brown rice contains antioxidants, anthocyanins, phytosterols, tocopherols, oryzanol and other nutrients that have
been found to help reduce the risk of heart disease, certain cancers, type II diabetes and aid in weight
maintenance.

It also possesses 15 vitamins and minerals, including B-vitamins, potassium, magnesium, selenium, iron, and two
grams of ber per one half cup of cooked rice.

According to Mintel's Global New Products Database (GNPD), between 2003 and 2006, the number of new whole
grain product launches fairly doubled every year - from 64 in 2003, to 140 in 2004, to 346 in 2005, to 620 in 2006.

According to the EatingWell/USA Rice survey:

  * english_2c.gif87 percent of US consumers know that whole grains are good for them.

  * 80 percent know whole grains can be protective against cardiovascular disease, but less than two-thirds are
aware they also o er protection against certain cancers.

  * While 80 percent of consumers know that brown rice is a whole grain, more than 80 percent also mistakenly
think that bran cereal and breads marked simply as "wheat" are also whole grains.

  * 80 percent of individuals said they would be likely to eat more whole grains if these foods were clearly labeled
as whole grains

  * 68 percent said they would increase consumption if the health bene ts were stated on the package.

Research indicates rice eaters are more likely to meet Dietary Guidelines than non-rice eaters.

"Rice is the most popular grain around the world, which makes brown rice a great choice for increasing whole
grain intake", says Joann Slavin, PhD, RD, whole grains expert and professor of food science and nutrition at the
University of Minnesota. "In the United States, where chronic diseases such as heart disease and cancers are
common, encouraging whole grain brown rice consumption could have a signi cant public health impact".

Source: Foodnavigator