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Pandol campaign highlights super-antioxidant resveratrol in fresh grapes

by Rand Green | July 22, 2010
"While fresh grapes are known to contain at least 500 different phytonutrient antioxidants, Pandol Bros. Inc. wants consumers to learn more about the powerful antioxidant resveratrol that is found naturally in the skin of each and every grape," according to a June 14 Pandol press release.

“This summer, Pandol Bros. will be reaching out to consumers and the industry and sharing results of published medical studies that strongly point to potentially healthy effects of resveratrol,” according to the release. That outreach will involve Pandol collaboration with retail partners, dieticians and food editors.

“We believe the emerging research” on the “potential beneficial effect” of resveratrol as an antioxidant and anti-inflammatory agent “will be helpful to consumers and also support retailers,” Tristan Kieva, Pandol's director of marketing and business development, said in the release.

The company’s campaign to highlight the benefits of resveratrol in grapes “has received guidance” from Stephen Pandol — a medical doctor, a member of the four-generation farming family that owns Pandol Bros. and a professor at the David Geffen School of Medicine at the University of California at Los Angeles. Although he chose to pursue a career in medicine rather than in the family farming business, “he holds a strong appreciation for the role of food in our overall health,” an interest that “led him into medical research in the field of gastroenterology,” the release stated.

“We are fortunate to benefit from the expertise of Dr. Pandol, who has shared with us published research conducted by others and is helping to bring it to a consumer level of understanding,” said Ms. Kieva.

In the press release, she cited surveys indicating that “a growing number of consumers regularly read ingredient labels for nutritional information and are increasingly interested in purchasing foods with recognized health benefits.” Pandol “sees an opportunity to leverage the positive information emerging about resveratrol and results of other studies suggesting potential anti- cancer, anti-aging, anti-viral and other protective effects.”