Purple Majesty
NEW HIGH-POTENCY ANTIOXIDANT PURPLE MAJESTY™ POTATOES MAKE NATIONAL DEBUT AT SOUTHERN CALIFORNIA RALPHS FRESH FARE STORES
MONTE VISTA, Colo., May 2, 2006 – Potatoes are one of America's most popular vegetables and the fourth largest food crop in the world. Now, thanks to a little purple tuber from Colorado, the potato may just become one of the most important sources of health-enhancing antioxidants in the American diet.
Farm Fresh Direct, LLC, a group of multi-generational Colorado potato growers, is introducing the NEW Purple Majesty™ potato, a vivid-purple tuber containing unusually high levels of antioxidants. Purple Majesty™ potatoes are now available exclusively at Southern California Ralphs Fresh Fare stores. At just $1.99 per three-pound package, Purple Majesty™ potatoes offer the highest levels of antioxidant-value per bite of any produce item.
The Purple Majesty™ is the first U.S. produce item to have its antioxidant levels independently reviewed under the Certified Nutrition Rich™ Program administered by Scientific Certification Systems (SCS). This program is being launched to help consumers select the most nutrient-dense products available to meet U.S. Dietary Guidelines. Products proven to be rich in high-potency antioxidants are easily identified by the “Certified Antioxidant Rich™” label on the item or package.
Purple Majesty™ potatoes are loaded with 235 milligrams of anthocyanidins per 148 gram serving (approximately 1.5 potatoes), nearly twice the amount found in any other produce item at a fraction of the cost. Anthocyanidins are a subclass of high-potency antioxidants shown to reduce the risk of cancer and heart disease, lower cholesterol, strengthen the immune system and decrease age-related memory loss.
Purple Majesty™ potatoes were developed using classical breeding techniques. They are 100 percent natural and are not genetically modified. A cross between a white-fleshed cold chipper and an All Blue potato, the Purple Majesty features intense purple pigmentation inside and out. It’s similar in size to a red or “new” potato, has a buttery flavor and creamy texture, and can be baked, roasted, microwaved, mashed or oven-fried.
“Less than 25 percent of Americans consume the recommended five or more fresh produce servings daily,” said Jim Knutzon, Farm Fresh Direct chief executive officer. “With 80 percent of Americans eating some form of potatoes 3.5 times every two weeks, Purple Majesty™ potatoes have huge potential to supply vast numbers of Americans with their weekly source of healthful antioxidants at a price everyone can afford.”
Health experts urge Americans to consume more high-potency antioxidants via fresh whole foods as well as to increase their overall dietary intake of vitamins, minerals and fiber found in fresh fruits and vegetables.
“Most people are surprised to learn that the actual levels of nutrients found in fresh produce can vary widely depending on seed variety, farming methods, climate, soil conditions, seasons, maturity at harvest and handling practices,” said Stanley Rhodes, Ph.D., SCS president and CEO. “The Certified Nutrition Rich Program highlights produce items offering the highest nutrient density including products with significant levels of high-potency antioxidants. This information is intended to help retail buyers and consumers make choices that maximize the nutritional value per serving.”
ABOUT SCIENTIFIC CERTIFICATION SYSTEMS
Scientific Certification Systems (SCS) – www.scscertified.com – is a scientific company recognized internationally for its third-party evaluation and certification programs. Established in 1984, SCS offers third-party certification services that span a wide cross-section of the economy including agricultural production, forestry, fisheries, energy, consumer products, manufacturing and retailing, and the home improvement and construction sectors.
In the food sector, SCS is the founder of the NutriClean™ Certification Program, the nation’s first program to identify produce items independently certified to meet pesticide-free residue standards and is an accredited organic certifier under the National Organic Program. SCS is also a leading provider of food safety certification and auditing services. In addition to the Certified Nutrition Rich™ Program, SCS recently launched the Flavor Rich™ Certification Program to identify products meeting consistent exceptional standards of flavor quality.
Purple Majesty™ Potatoes Mark First U.S. Product To Carry
New Certified Antioxidant Rich™ Label For Guaranteed Nutrient Density
Last Modified: 5/1/06
|
|
