|
The mission of the Fazer Group is to produce pleasure.
During the next three years this will be achieved in particular
by means of rye bread. The company has started a three-year
programme called `Ruis by Fazer', the purpose of which is
to raise the status of rye in Finns' diet.
Fazer Leipomot leads the field in research into corn and
especially the effects of rye on health. Scientific research
work has been carried out for ten years - in cooperation with
research institutes both in Finland and abroad.
All knowledge and expertise has now been collected under
the one programme. The aim is to increase between 2005 and
2007 Finns' knowledge of the good health effects of rye and
the use of wholemeal rye as part of the diet.
Rye arouses feelings
The trend in the consumption of rye in Finland is on the
rise. "Because overweight and the problems associated
with it are increasingly prominent, we want to strengthen
the trend, bear the social responsibility for Finns' wellbeing
and help Finns find their own comfort zone," says Sampsa
Haarasilta, the R&D director at Fazer.
Fazer Leipomot believe that in 2007 Finland will be eating
more rye products. Consumption will be based on the Finnish
tradition, the long rye roots. Rye is part of being Finish,
the national identity, a basic value and, in fact, a phenomenon
"Although rye is eaten around the world, nowhere else
is such an enormous emotional impact attached to it as in
Finland," Haarasilta confirms.
Cooperation around the world
The programme will also make Fazer conspicuous abroad in
various international cooperation projects. "The initial
funding decision for the start-up of the Healthgrain project
in 2006 has come from the EU. Dozens of European countries
and research institutes will be involved in this 10-million-euro
project," says Haarasilta.
Haarasilta says the best way of spreading awareness of rye
around the world is the product itself. "The product
speaks for itself. We have production facilities in several
countries, as near to consumers as possible."
There is particular enthusiasm for rye products in Germany,
but also in South Korea, Japan and Taiwan, where Finland has
a good reputation as a role model for healthiness.
"The main raw material in our products is the wholemeal
rye, which means that the nutritionally valuable husk is included.
Abroad our products are real health bread," Haarasilta
says.
|
Rye bread "on the doctor's orders"
Research into the effects of rye on health has been
going on feverishly in recent years in Finland and elsewhere
around the world. The traditional Finnish delicacy has
proved to be a health bomb.
It helps in slimming
The fibres bind the water in the stomach, swell and
keep hunger at bay for a long time. Blood sugar rises
slowly and remains steady for a long time.
It improves stomach functions
The effect of rye fibre on constipation has been studied
scientifically. The source of nutritional fibre is wholemeal
bread.
It protects the heart
Wholemeal grain reduces the risk of becoming sick with
cardiac and vascular diseases. Rye bread, as part of
the diet, reduces cholesterol in the blood and evens
out blood sugar.
It reduces the risk of cancer
According to the European scientific world, the fibres
of cereals are incomparable for preventing bowel cancer.
Studies point to the fibres of rye grain reducing the
risk of hormone-based cancer illnesses, such as breast
and prostate cancer.
|
>>
www.fazer.fi
|
Feedback about this article.
.
Finnfacts is part of