30 Jul 2009 Fair Cape Free Range Rooibos Yoghurts are the first yoghurts ever to carry the Cancer Association of South Africa (CANSA) Smart Choice emblem. Fair Cape Dairies have been working together with CANSA to promote a healthy balanced lifestyle with their nutritional, flavoursome range of Rooibos yoghurts.

The newly added CANSA emblem on Fair Cape’s Free Range Rooibos Yoghurts is a symbol of recognition that is awarded to suppliers who comply with a strict set of criteria. The emblem has been developed to educate the public on the importance of making smart choices regarding food and offers consumers complete peace of mind when purchasing these products. Fair Cape’s Free Range ethos ensures that their milk contains no artificial additives or hormones, striking the optimal balance between healthy eating with a real taste of goodness, nourishment and an environmentally friendly nature, fulfilling the criteria set by CANSA.

CANSA recognises Fair Cape Free Range Rooibos Yoghurts as a Smart Choice, mainly because it contains the equivalent Rooibos extract of one cup of tea and is a high-standard yoghurt. It is reasoned that if Rooibos helps to reduce the risk of cancer, then more than one route of intake is a good idea, i.e. tea and yoghurt. Because of the premium placed on Rooibos, CANSA is keen to see that the Rooibos extract used in the yoghurt is 100% natural and standardised. Sophisticated analytical tests have been put in place to ensure this.

CANSA favours natural products and is careful with artificial products as some of them have been shown to increase the risk of cancer, therefore only natural products have been added to this yoghurt by Fair Cape. Owing to the sensitivities around preservatives, this yoghurt contains a natural, state-of-the-art polypeptide preservative that is readily digested in the gut and does not get absorbed by the blood. CANSA also recognises the high concentration of probiotic bacteria in the yoghurt and is aware of growing research suggesting that these bacteria could reduce cancer risk.  It furthermore increases immune cell activity in the gut and suppresses the growth of bacteria that could convert procarcinogens into carcinogens (cancer-causing chemicals).

“After eight years’ worth of research, CANSA is officially recognising Rooibos as a source of chemicals that can help to prevent cancer in both humans and animals. Glutathione, in the reduced state, is the body's own antioxidant, but it decreases over time as we age and due to other factors, including smoking. Glutathione is linked to lower heart attack and cancer risk and also counteracts ageing” says Dr Carl Albrecht, Head of Research at CANSA.

“CANSA research has found that Rooibos raised the ratio of reduced glutathione to oxidised glutathione by 100% in humans who consumed six cups a day over a period of three months. It is this set of results that excites CANSA and leads to the understanding that Rooibos could help to prevent cancer. This is a sound foundation and we are indeed fortunate that Rooibos is an indigenous South African tea that is affordable and easily accessible to the public at large,” concludes Dr Albrecht. CANSA intends to continue their Rooibos research after having spent approximately R1.2 million over the past eight years.

Rooibos LTD, the preferred supplier of Rooibos locally and internationally, supplies the Rooibos extract for use in Fair Cape Free Range Rooibos Yoghurts. Their renowned quality seal, a red steaming tea cup, which also appears on the packaging, assures consumers of the best quality Rooibos used that have conformed to the most stringent processing methods.

The health benefits of Rooibos, South Africa’s most famous indigenous tea are unique and phenomenal.   Rooibos contains powerful antioxidants that fight free radicals that contribute to heart disease and cancer. It also supplements the recommended daily allowance of calcium, manganese and especially fluoride, essential for the development of strong teeth and bones. In addition, by consuming Rooibos daily, it can help decrease cholesterol, protect the liver, soothe stomach cramps and colic in infants, enhance metabolism, support healthy skin and ease numerous skin diseases.

To extend consumer benefits, the Fair Cape Free Range Rooibos Yoghurts are offered in innovative transparent packaging. “Consumers are able to see the product before purchasing, ensuring satisfaction before tasting the product. The plastic used is also recyclable and biodegradable, further strengthening our position as a socially responsible company”, says Louis Loubser, Sales and Marketing Director of Fair Cape.