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NEWS

Novartis Seeds sponsors Vegetables of the Future documentary
Boise, Idaho
April 27, 2000

Fruits and vegetables of the future will contain higher amounts of disease fighting agents, according to a new 30-minute documentary sponsored by Novartis Seeds and scheduled to air on Fox TV's Health Channel. The program, entitled "Agriculture Meets Medicine: Breeding and Designing Healthier Foods," explores doctors’ opinions about the benefits of a diet rich in fruit and vegetables and looks at how advances in plant science are improving options at our grocery stores.

Viewers learn about how phytochemicals in plants can help prevent certain diseases and how conventional breeding can be used to create vegetables with more concentrated amounts of these disease fighting agents. They'll also hear about new plant technologies and their potential to save lives in developing nations through improved nutrition and edible vaccines.

EMMY Award-winner, Wendy Rutledge hosts the show, which also features Dr. Leonard Pike from the Texas A&M Vegetable and Fruit Improvement Center, and Dr. Michael J. Wargovich from the South Carolina Cancer Center.

The documentary is scheduled to run 28 times this year beginning the last week of April, reaching up to 40 million households with each airing. In 2001, it will go into syndication on Pax TV’s Health Network where it is slated to reach up to 80 million households per airing. The video is also be available to 900,000 schools, libraries and hospitals via the Films for Humanities and Sciences catalog and can be downloaded from thehealthnetwork.com and Yahoo’s broadcast.com site. 

A limited number of copies of the program are available free on VHS. To order, call 1-800-463-6488 while supplies last.. For specific information on broadcast dates and times visit www.itvisus.com.

Company news release
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