Press Release:

FOR IMMEDIATE RELEASE, March 13, 2001
Contact: Peter Webb Public Relations, Inc.
Kris Staaf, (303) 796-8888

BALTIMORE, MD - New medical research has verified that the natural ingredient in BroccoSprouts^® is one of the enzymes that block the cancer-causing effects of toxic chemicals in food and the environment.

Researchers at the Johns Hopkins Medical Institutions have now confirmed the long-held theory that boosting the body's natural protective system can actually block toxic cancer-causing effects. The system hinges on a sharp boost in protective enzymes called phase 2 enzymes, which can dispose of carcinogens.

Researchers say that the enzymes effectively neutralize toxins' ability to damage DNA and trigger cancer. The ability to boost the body's phase 2 enzymes can be accomplished by eating vegetables rich in the natural plant compound sulforaphane. Broccoli and specifically broccoli sprouts have been proven to tap into this chemoprotective system and contain high levels of sulforaphane, when grown under tightly controlled conditions.

The two studies, which appear in the current Proceedings of the Natural Academy of Sciences USA, demonstrated the fundamental workings of the system and produced long-awaited proof of a basic mechanism that the body uses to reduce the risk of cancer. These results were obtained through a series of elegantly-designed animal experiments lead by Thomas W. Kensler, Ph.D. of the Johns Hopkins School of Public Health in collaboration with Professor Masayuki Yamamoto of Tsukuba University in Japan.

Based on the new evidence, researchers are confident they can increase the system's levels of protection in people.

"The new work is a result of 20 years' research and confirms that raising the levels of phase 2 enzymes can offer a highly effective way to achieve protection against carcinogenesis," said cancer researcher and team member Paul Talalay, M.D. as quoted in a Johns Hopkins news release.

Members of this Johns Hopkins team were also the scientists who had identified the enzyme-boosting and antioxidant benefits of broccoli. The same team also found that three-day-old broccoli plants - broccoli sprouts, naturally contain at least 20 times the concentration of the long lasting antioxidant sulforaphane as adult broccoli. Broccoli sprouts with guaranteed levels of sulforaphane (SGS) are now available in produce sections nationwide as BroccoSprouts^®.

Only BroccoSprouts^® broccoli sprouts are patented and licensed from Johns Hopkins University and are grown under strict conditions to ensure potency and quality. BroccoSprouts^® have a zesty taste and make a delicious addition to sandwiches, salads, soups, omelets and other fresh vegetable dishes.

BroccoSprouts^® are available in the fresh produce section of most major supermarkets across the country including Safeway, Kroger, King Soopers, Wegman's, SuperFresh, Whole Foods, Dominick's, Jewel, Albertson's, Shaw's, and Harris-Teeter. For more information on availability, please call toll-free 877-747-1277 or check www.broccosprouts.com. A four-ounce package (4 servings) costs about $2.99. Nineteen growers nationwide are certified by BroccoSprouts^® to produce the sprouts on a daily basis in local markets.

See also:

Sensitivity to carcinogenesis is increased and chemoprotective efficacy of enzyme inducers is lost in nrf2 transcription factor-deficient mice

Proc Natl Acad Sci USA, Vol. 98, Issue 6, 3410-3415, March 13, 2001

Potency of Michael reaction acceptors as inducers of enzymes that protect against carcinogenesis depends on their reactivity with sulfhydryl groups

Proc Natl Acad Sci USA, Vol. 98, Issue 6, 3404-3409, March 13, 2001