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Distribution deal puts Creagri's hydroxytyrosol into practitioner channel

By Hank Schultz , 12-Feb-2013

Creagri Inc. has entered the practitioner channel with a distribution deal with NewWave Biosciences, the company announced recently.  The deal covers Creagri’s Olivenol plus olive fruit extracts.

The product line is built around the benefits of Hidrox, Creagri’s patented olive ingredient, which is produced from organic California olives. The ingredient is produced without harsh solvents in an environmentally friendly manner, and contains a suite of olive polyphenols, including especially hydroxytyrosol. The distribution deal aims to put the product into the officies of rheumatologists, dermatologists, naturopaths, osteopaths and cardiologists, starting first in Florida and then expanding nationwide.

Wide range of health benefits

The company says research over the last 15 years show that olive polyphenols help promote joint health and cardiovascular wellness, and are being studied for their ability to support healthy colon, brain, skin and immune functions. Olive polyphenols are believed to fight the toxic effects of cell damaging free radicals.

“Hydroxytyrosol is useful for conditions that have a strong inflammation base, because of it’s ability to prevent the activation NFkB,” Paolo Pontoniere, communications director for Creagri, told NutraIngredients-USA.

One recent study by DSM Nutritional Products and published in Planta Med showed that the molecule inhibits both nitric oxide (NO) and prostaglandin E2 (PGE2), both pro-imflammatory compounds.

Hydroxytyrosol is thought to be the main antioxidant compound in olives, and believed to play a significant role in the many health benefits attributed to olive oil. Previous research has linked the compound to cardiovascular benefits, with reductions in LDL or 'bad' cholesterol. Data has also suggested the compound may boost eye health and reduce the risk of against macular degeneration.

According to Creagri, hydroxytyrosol stands out among antioxidants in its greater bioavailability, including a demonstrated ability to cross the blood-brain barrier.  It is also essential for mitochondrial respiration.

Brad Cole, CEO of NewWave Biosciences, said the company looked at a variety of factors before decided to build a sales forces around Olivenol plus.

 “Our research considered solid bench marked studies, a world renowned scientist in Roberto Crea (founder and CEO of Creagri), and the ability to help patients to manage severe skin conditions and chronic inflammation with a natural, organic, and cost effective option to supplement today’s therapies,” he said.

Mining gold from the waste stream

Hydroxytyrosol is present in olive oil, but in much lower quantities than in the juice, Pontoniere said.  The juice, it turns out, contains 300 to 500 times more polyphenols than the oil. The olive juice was thought of as a waste product in oil production before Crea began working out a process to extract the polyphenols, Pontoniere said.

The new partnership will help fill in the gaps left by the dissolution of a distribution deal between Creagri and DSM that began in 2003 and ended in 2010, Pontoniere said.  While the end of that arrangement was a significant bump in the road, sales have been doubling each year starting in 2011, he said, and the company projects that to continue.

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