PURPLE POWER is what Concord grape juice has, and millions of consumers are starting to hear that message, thanks to a grant from the New York State Department of Agriculture & Markets’ Food and Agriculture Industry Development program. With that grant and private sector support from National Grape Cooperative Association (Welch’s), Growers Cooperative, Cliffstar, and Widmer Wine Cellars, we were able to retain a New York City public relations firm to spread the word about the major health benefits of Concord grape juice.
The magic of purple lies in proanthocyanidins-natural plant compounds that function as antioxidants and may contribute to good health in a variety of ways. Studies by the U.S. Department of Agriculture found that Concord grape juice had more than twice the antioxidants of orange, apple, grapefruit or tomato juice, and more proanthocyanidins (124 mg per 8 oz serving) than cranberry juice cocktail (55), brewed tea (32), apple juice (30), chocolate milk (7), and beer (5).
USDA nutritionist Dr. Ronald Prior said, “These plant compounds are of great interest because of their potent antioxidant capacity and possible protective effects on human health. Flavonoids in fruits, vegetables and juices appear to play a significant role in cancer and heart disease health benefits, and proanthocyanidins account for a significant portion of the total flavonoids ingested by Americans.”
Another leading researcher in this area, Dr. John Folts of the University of Wisconsin Medical School-Madison, has extensively studied the cardiovascular health benefits of Concord grape juice. His comment: “These findings underscore what we know already about the potential benefits of Concord grape juice. In preliminary studies, it reduced the tendency of blood platelets to aggregate, slowed the oxidation of LDL cholesterol, enhanced the flexibility of the arteries, and reduced blood pressure.”
So…to let the world know, The Mammoth Group created a media awareness program which includes a press release distributed in hard copy and electronically; a related feature story; public service announcements for radio; a video news release distributed by satellite to US television stations; a mat feature in both English and Spanish distributed to small weekly and daily newspapers; and a media symposium in New York City in early December when reporters from major magazines and newspapers heard presentations by Dr. Folts and other experts on the latest scientific evidence.
Over 20 million consumers are expected to hear the purple power message through this campaign, so we’re doing our share to reduce health care costs. Have you had your purple today?
The article above comes from the “Wine Press” a quarterly publication of the New York Wine and Grape Foundation.
