EPAX's 2007 Vitafoods particiaption centered on purity commitment

May 21, 2007

EPAX AS, a supplier of highly-concentrated omega-3 EPA/DHA fatty acids, announced its two education events were well-received and highly attended at the tenth annual Vitafoods International Tradeshow and Conference in Geneva, held May 8-10.

Baldur Hjaltason, B.Sc (Hon), sales manager for EPAX, presented "Purity Beyond Expectation" to a capacity crowd on May 8 in the Supplier Seminar Theatre. The seminar provided a forum to formally announce the successful launch of the "Purity Concept," EPAX's recently expanded definition of marine oil purity that ushers in a new standard for the industry. Hjaltason's in-depth seminar outlined EPAX's careful sourcing and innovative purity process that goes beyond measuring for pollutants only and now incorporates oxidation parameters and trans fats that are well below those set by international regulatory standards. Hjaltason explained that by including the new lowered values for oxidation products, EPAX has introduced a more holistic approach to purity that focuses on the total quality of the oil.

As explained by Hjaltason, EPAX's new oxidation parameters are pivotal because oxidation forms free radicals that can damage human cells, while reduced levels in trans fats can reduce the risk of heart disease and other health factors. In addition, the new purity standards for oxidative parameters prevent low-molecular-weight, off-flavour compounds that can give omega-3 supplements a fishy smell and taste. Finally, improving oxidation parameters ensures a more stable shelf life for EPAX's product line. The final result: a consumer product that is better for human health, is more appealing to the senses and ensures a high-quality product remain in that condition for a longer period of time.

Morten Bryhn, M.D., Ph.D., a specialist in cardiology and internal medicine, presented the lecture, "Hidden Inflammation: What is it? How can we minimize the negative effects?" at the EPAX stand on May 9. Dr. Bryhn's lecture discussed omega-3's benefits in reducing and preventing hidden inflammation, an often undetected problem that can affect the entire body and contribute to an increased risk of debilitating diseases.

"We are very pleased with the range of topics to which Mr. Hjaltason and Dr. Bryhn lent their expertise," said Bjorn Refsum, CEO of EPAX AS. "From EPAX's ongoing commitment to provide the highest possible product quality, to the effect omega-3s have on human health, this year's presentations illustrate the twofold importance of a high-quality omega-3 supplement."

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