NEW PATENTED HIDROX™ IS VERSATILE ANTIOXIDANT FOR SUPPLEMENTS, FUNCTIONAL FOODS AND COSMETICS

Hayward, CA, December 2002—The antioxidant market, once limited to supplements, has grown to include functional foods and personal care products, and the industry is ripe for innovative new antioxidants that go beyond the old standards such as vitamin C and vitamin E. CreAgri’s development of HIDROX™, their trademarked name for their patented formulation of hydroxytyrosol from organic olives, comes at the perfect time.  HIDROX™ Hydroxytyrosol is an extremely powerful natural antioxidant that is effective topically as well as internally, and it has been shown to be completely non-toxic, with applications for dietary supplements, functional foods, cosmetics and more. 

Dietary Supplements

Two trends are converging in the supplement industry. First, both consumers’ and manufacturers’ demand for natural antioxidants that help prevent disease has skyrocketed. In fact, antioxidants are one of the fastest growing supplement categories. At the same time, however, both groups are more and more skeptical of ingredients with no science to back their claims.  

HIDROX™ Hydroxytyrosol from organic olives, has the strongest free radical scavenging capacity of any natural antioxidant yet discovered – surpassing lipoic acid, lycopene, lutein, catechins, quercetin and other natural superstars – and the science to prove it. Independent laboratory analyses that measure Oxygen Radical Absorbance Capacity (ORAC) indicate that pure hydroxytyrosol has an ORAC value of approximately 27,000 compared to other antioxidants like epicatechin (green tea) at 8,100, proanthocyanidins (grape seed) at 6,200, alpha lipoic acid at 4,800, and lycopene and lutein at 2,200. Hydroxytyrosol has also been shown to be absorbed, distributed and metabolized extremely well by the body. Olive polyphenols, including hydroxytyrosol, have been the subject of numerous in vitro, in vivo and human clinical studies pointing toward their benefits in many different areas, including cardiovascular health, cancer prevention, anti-inflammatory activity, respiratory health and intestinal well being. 

HIDROX™ also lends itself to ride the organic wave, as consumer purchases of organic products are increasing exponentially. According to the Economic Research Service of the USDA, organic growth in retail sales has equaled 20% or more annually since 1990. 

Functional Foods

HIDROX™ is also being marketed as a novel addition to functional foods. Functional foods for animal and human health. Functional foods are healthful foods or beverages that include ingredients targeted for a specific health purpose, such as providing extra energy or supporting heart health. Energy drinks, sports bars and weight loss products have a successful history of adding natural boosters to their products to create functional foods. CreAgri has initiated an accelerated GRAS (Generally Recognized As Safe) self affirmation process to position its HIDROX™ as a safe ingredient for its use in the large beverage and food industry as natural preservation. 

The functional foods industry is growing rapidly, as consumers look for one-step ways to improve their health. In fact, growth of functional foods has far outpaced that of conventional foods and supplements over the past ten years. According to the Nutrition Business Journal, US supplement sales totaled $17 billion in 2001, while US functional food sales topped $18 million. If the numbers are any indication, functional foods with antioxidants such as HIDROX™ will follow the growth trend of antioxidant supplements.

Natural Cosmetics

Consumer demand for antioxidants extends to skincare and personal products as well. Face creams and cleansers fortified with vitamins C and E, green tea and other botanical antioxidants are strong and growing. When Dr. Nicholas Perricone released his book, The Wrinkle Cure, natural care products that contain novel ingredients – such as alpha lipoic acid, DMAE and Ester-C – started flying off the shelves.  

Dr. Perricone’s latest book, The Perricone Prescription, is likely to create the same stir. In it, he dedicates a section to extolling the virtues of olive oil and refers specifically to hydroxytyrosol as its rare and most potent protective antioxidant. Dr. Perricone states that hydroxytyrosol slows the aging process in the skin by stabilizing the cell plasma membrane. He recommends daily olive oil ingestion for soft, shiny hair and strong nails. Kurt Greenburg, author of The Skin Cancer Breakthrough Program, also specifically recommends hydroxytyrosol from olives as part of his regimen. HIDROX™ is the first ingredient available to natural care manufacturers to contain hydroxytyrosol from the water of organically grown olives.

Natural Foods Merchandiser’s 2001 Market Overview noted that the strongest natural care sales last year came from emerging products featuring unusual ingredients in their formulations and postulated: “It seems that growth in the personal care category will continue to come from innovative new products with cutting-edge ingredients.” Additionally, organic products saw tremendous growth in the natural care category. While personal care grew 22% overall, organic personal care grew 42%. As a cutting-edge new ingredient made from organic olives, HIDROX™ captures the best of both worlds.

Other Applications

HIDROX™ shows promise in other areas as well. Initial studies show HIDROX™ possesses strong anti-microbial properties. Olive polyphenols have been demonstrated in vitro to inhibit or delay the growth rate of bacteria such as salmonella, cholerae, staphylococcus and pseudomonas, as well as viruses such as influenza. Since inhibiting microbial growth is key to many industries’ quality control, HIDROX™ could be used in food processing, sanitation and many other applications. 

HIDROX™ could also provide a natural way to preserve animal health. Animal feed is routinely fortified with additives that support health and prevent disease. HIDROX™ may provide a safe, natural way to keep animals healthy. 

CreAgri is committed to promoting human health and well being through the creation of superior natural products. The company focuses on the development of science-based processes that are environmentally friendly and compatible with sustainable agricultural methods. CreAgri’s headquarters are in Hayward, California. The olives grown on the company’s own organic olive ranch are carefully processed within 24-48 hours of harvesting.

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