Rice bran, reaching out to physicians

A growing health problem, diabetes currently has an impact on about 29 million Americans. At a global level, the World Health Organisationestimates that the number of people suffering from type 2 diabetes could reach 250 million by 2010.

Stabilized rice bran derivatives are believedto help the body lower blood glucose levels in both type 1 and type 2diabetes patients. As such, the US nutraceutical company suggests that theirnatural products can 'significantly reduce the need for diabetesmedication'​, eating into the global anti-diabetic market, valued at$12.4 billion in 2002.

"According to double-blind, cross-overclinical studies, the results of which were peer-reviewed and published inthe Journal of NutritionalBiochemistry, our RiSolubles and RiceMucil stabilized rice branderivatives have been demonstrated to help the body lower blood glucoselevels in both type 1 and type 2 diabetes patients,"​ said PatriciaMcPeak,CEO of NutraCea.

"One out of four diabetes patients were able to lowertheir daily dosage of medication by 30 per cent to 60 per cent just byadding RiSolubles and RiceMucil to theirdaily diet," she added.

The company said that physiciansare unaware of the benefits of the rice derivatives and will launchthe campaign to lift awareness later in January.

"Our nationwide diabetes initiative will be based on an aggressive mediarelations program. By educating the marketplace we should be able to notonly provide relief for potentially millions of people suffering fromdiabetes, but significantly boost our revenues in the process as well,"​explained McPeak.

Rice bran is a source of phytonutrients andantioxidants. NutraCea claims that, in addition to curbing diabetes, itsproducts could also provide a 'nutritional solution' to prevent and treatvarious cardiovascular diseases by lowering LDL cholesterol, triglycerideand apolipoprotein B levels.

NutraCea claims that the total economic costof diabetes in 2002 was estimated to be $132 billion.