Due to uniquely high levels of nutrients, protein and fiber, barley is quickly gaining recognition as a versatile food option for health-conscious consumers. The U.S. Grains Council has recognized this market opportunity for barley in Japan, a country whose rapidly aging population is creating increased demand for high quality, healthy foods. The Council capitalized on this potential by sponsoring two advertisements in this month\u00e2\u20ac\u2122s edition of the widely-read Japanese health magazine Today\u00e2\u20ac\u2122s Health to emphasize the positive health effects of eating U.S. barley.<\/p>\n
The advertisements, which reached the magazine\u00e2\u20ac\u2122s readership of 300,000 people, educated readers on the numerous health benefits of U.S. barley.<\/p>\n
Specifically, the ads focused on U.S. barley\u00e2\u20ac\u2122s high levels of beta-glucan, a unique nutrient that has potential benefits for heart health as well as for lowering one\u00e2\u20ac\u2122s risk of diabetes.<\/p>\n
The advertisements also featured an interview with Kimihiko Banno, a representative of the Toyohashi Ryushoku Industry Co., which sells a pearled variety of U.S. barley named \u00e2\u20ac\u0153marumagi\u00e2\u20ac\ufffd that is particularly high in beta-glucan. Mr. Banno spoke about his experiences as a barley processor and the positive feedback he received from consumers who have incorporated barley into their diet.<\/p>\n
Although barley is a staple of certain traditional Japanese dishes, barley is predominantly used today as a feed grain in Japan. As Tommy Hammamoto, USGC director in Japan, notes: \u00e2\u20ac\u0153By sponsoring these advertisements and raising public awareness of barley\u00e2\u20ac\u2122s healthful effects, we are hoping to win over new consumers who may not think of barley as a health food.\u00e2\u20ac\ufffd<\/p>\n","protected":false},"excerpt":{"rendered":"
Due to uniquely high levels of nutrients, protein and fiber, barley is quickly gaining recognition as a versatile food option for health-conscious consumers. The U.S. Grains Council has recognized this market opportunity for barley in Japan, a country whose rapidly aging population is creating increased demand for high quality, healthy foods. The Council capitalized on … <\/p>\n