Curcumin not noticed enough, says PLThomas

By Clarisse Douaud

- Last updated on GMT

New Jersey-based distributor PLThomas is stepping up efforts to
promote its curcumin extract, after it sat on the backburner for
over five years, and is hoping to draw further attention to the
benefits of the ingredient.

Curcumin has increasingly come under the scientific spotlight in recent years, with studies investigating its potential benefits for reducing cholesterol levels, improving cardiovascular health, glucose control and cancer-fighting abilities.

Yet this message does not appear to be getting through to formulators, as PLThomas' curcumin has not been met with significant demand relative to the benefits the company says it possesses. For now PLThomas is assuming the blame, but is determined to turn a corner and bring this ingredient to the forefront.

"We haven't done a very good job of communicating the uniqueness of this product,"​ PLThomas business manager Scott Rosenbush told "We want to generate a much greater profile for it."

The yellow spice is traditionally used in curries, however some experts recommend consumers wishing to make use of curcumin's properties consume it in supplement form. Curries, in their Western form, tend to be high in fat.

PLThomas' granulated extract is standardized to 95 percent curcuminoid content by HPLC testing methods, which the company says are superior to the traditional ASTA method which it says yields less than 90 percent.

The granulated form of the extract is beneficial said Rosenbush, because it is compressible for capsule form. In addition, the company's extract contains low dust content favourable for protecting machines from the natural pigment.

"This is important so that dust is minimal,"​ said Rosenbush. "Therefore staining and clean-up time are minimal."

Rosenbush indicated the company will be stepping-up marketing efforts, but would not expand on this.

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