Guide to retailing turmeric

E UESTRIAN BUSINESS BRINGING BUYERS

& SUPPLIERS TOGETHER

Retailer’s Guide to

Turmeric in association with

INSIDE THIS GUIDE 2 What is turmeric 3 Marketing guidelines 3 Competition rules 4 Species suitability 4 Turmeric, pepper and ulcers 6 Frequently asked questions

What is Turmeric?

Turmeric, a rhizome (related to ginger), often found in India and Indonesia is a spice that has been used traditionally for over 4000 years in cooking and religious ceremonies. Believed by many to hold ‘special powers’ turmeric is one of a handful of spices used daily.

Under study In the West, turmeric is fast growing in reputation with over 9000 studies and trials being carried out on turmeric, curcumin and some of the other 200+ active compounds of the rhizome. Many of these studies can be found at: www.ncbi.nlm.nih.gov According to the US Department of Agriculture (May 2016), turmeric contains 9.68g of protein and 22.7g of fibre (per 100g). Significant levels of minerals including calcium, magnesium and potassium as well as noted levels of vitamins C, E, K, B6, B12 and folate. Other minerals and vitamins that work synergistically within turmeric include iron, phosphorus, zinc, thiamine, riboflavin, niacin and beta-carotene. Turmeric also contains a number of volatile oils such as turmerone, atlantone and zingiberene as well as proteins, resins and sugars. Lesser known compounds of turmeric include phellandrene, cineol, sabinene and borneol.

2

Retailer’s Guide to TURMERIC

One of the most studied components of turmeric are a group of compounds called curcuminoids, which include curcumin (diferuloylmethane), desmethoxycurcumin and bisdemethoxycurcumin. The most studied of which is curcumin – present naturally at anywhere between 2% and 5% in the majority of turmeric that is available to purchase.

Turmeric is regularly making headlines, with studies being featured worldwide on TV and radio.

Scientists around the globe are delving deep into the functions and processes of this mighty rhizome, in a bid to harness those ‘special powers’ that have been around for centuries.

Stains Turmeric stains can be a pain, but can be avoided by using capsule and pelleted products.

Users should be urged not to use bleach on fabrics of any kind - the bleach reacts with the turmeric and turns red which is even more difficult to remove. On human skin, using an oil or alcohol-based product should remove the majority of staining, and any remaining will fade in time.

Most companies put a lot of time and effort into ensuring their marketing is right, so when selling and marketing products in store, try and stick to the words and phrases that manufacturers are using to ensure you are not responsible for incorrect explanations. If you are in any doubt, you can contact either the ASA or VMD yourself.

Competition rules

Storage Turmeric powder has a good shelf life - you’ll find you have around 12 months on turmeric supplements, often longer. Turmeric is not lightfast though, so it does need to be stored in a cool and dark area to avoid discolouration.

Black pepper does loose its efficacy as the piperine that enhances bioavailability can dissipate. Therefore, pelleted supplements, or those using bioperine will be more potent than those using ground black pepper. This is an easy rectification by grinding black pepper into the feed prior to serving.

is correct, legal, can be substantiated and is not misleading. The role of the VMD (Veterinary Medicine Directorate) is to remove the sale of illegal and unregistered products, but also to ensure non-medicinal products are marketed correctly.

Marketing guidelines

There are a number of regulatory bodies for the use of medicines and supplements in competition – these include the FEI (International Equestrian Federation), BEF (British Equestrian Federation), BHA (British Horseracing Authority) who are a member of IFHA (International Federation of Horseracing Authorities). The aim of these authorities is to ensure fair competition and they have their own lists of non-compliant medicines and supplements - when dealing with customer queries, in each instance you should contact the relevant body for their sport.

As turmeric is a herbal supplement, there are very strict guidelines that have been put in place by a number of governing bodies. The ASA (Advertising Standards Authority) is responsible for adverts, ensuring advertising

BETA (British Equestrian Trade Association) has its own system of conformity called NOPS, which is in place to ensure some of these non-compliant substances are unlikely to have

Retailer’s Guide to TURMERIC

3

entered the standard feed chain by accident - which could result in withdrawal of winnings due to a positive blood test. To ensure products are free from prohibited substances, look for the NOPS logo on packaging.

Species suitability Turmeric is suitable across a vast range of species, to include most animals and humans. Turmeric has been used historically with humans for over 4000 years for a variety of minor ailments. You’d probably not want to consume large amounts of turmeric powder and black pepper, but there are several different supplement forms available.

The simplest is known as Golden Paste and is similar to a curry paste. Made from oil, turmeric and black pepper it holds all the necessary ingredients to enhance bioavailability and is flexible.

Golden Paste can be taken as it is, added to food or even used creatively - a turmeric latte for instance! For those that do not like

the taste, capsules are available, and these come in gelatine, vegetarian and vegan friendly options – The Golden Paste products being vegan.

The Golden Paste Company prides itself on creating simple and palatable options for all who can benefit from the effects of turmeric, offering products for people, equines and pets.

Turmeric, pepper and ulcers Author: Dr Tom Shurlock

Whatever the cause of stomach ulcers, and these may differ between people, horses and companion animals, the common factor is the degradation of the stomach wall either directly by acid burns or indirectly by acid induce microbial infection of exposed cells.

4

Retailer’s Guide to TURMERIC

Active components of both turmeric and pepper can help in a number of ways.

One aspect of gastroprotection is the action of non-protein sulphyhydral (NPSH) groups in the endothelium, which act as strong antioxidants and help combat degradation of the mucus; curcumin can support this action by being preferentially oxidized, allowing NPSH to continue as free radical scavengers.

Supporting this, piperine from pepper inhibits the gucuronidation of curcumins, extending its bioavailability and duration

Areas of the stomach where there is insufficient mucosal protection – such as the pyloric portion of the horse’s stomach, where stress related factors inhibit mucosal secretion or where there is oxidative degradation – and nutritional/physiological issues that exacerbate the acidity of the stomach, by promoting acid producing bacteria that further reduce the pH of the stomach environment, will result in ulceration. Although correct diet and lifestyle can mitigate the situation by absorbing the acid and maintaining the mucus layer, certain bioactives can help modulate acid and mucus production, thereby supporting optimal physiological performance.

Both turmeric and pepper are rich in terpene – a major component of essential oil – which has been demonstrated to support the synthesis of prostaglandin (PGE2); PGE2 moderates gastric secretion, at the same time stimulating mucus production and so is paramount in supporting gastroprotection.

stimulating proinflammatory cytokine release by the body’s defences; these bioactives have been shown to interfere with this mechanism. There is no evidence to suggest that components of pepper can irritate the stomach, and so add towards the risk of ulceration.

Finally, pectic polysaccharide - a major component of the soluble fibre in turmeric - can incorporate into the gastric mucosa and subsequently stimulate the production of intestinal mucus, helping support the natural mucus barrier against acidic and necrotic attack.

Combing turmeric and pepper as a nutritional supplement not only increases the bioavailability of bioactives such as curcumin, but also supports components of the other to help support a normal gastric environment.

Terpene, alongside curcumin and piperine, is also a factor is moderating the inflammation cycle. It has been shown that microbial infection in the stomach can initiate an inflammatory cascade by

Retailer’s Guide to TURMERIC

5

Frequently asked questions Q. What is turmeric?

A. Turmeric is a rhizomatous herbaceous perennial plant from the ginger family. The rhizome is used to produce the more commonly known bright yellow turmeric spice powder.

Q. Where does turmeric come from?

A. Turmeric is native to the Indian Subcontinent and Southeast Asia.

Q. Why are the compounds in Turmeric important?

A. Turmeric contains components that can have roles in various metabolic systems. As well as containing antioxidants, turmeric supports processes involved in the inflammation cycle.

Inflammation is a natural response to stress factors which normally decreases after time, and is part of the body’s natural defence and structural mechanisms.

Q. What is bioavailability?

A. Bioavailability is the ease with which any nutrient can make its way from the food eaten into the body.

Q. Can too much turmeric be fed?

A. We recommend users stick to the feeding guidelines given. If a horse does consume significantly more than this, we would recommend to consult a veterinary surgeon. Hoever, they would need to eat in excess of 1kg regularly to be of concern.

6

Q. What are the benefits of turmeric?

A. Curcumin, as one of over 200 compounds within turmeric, is the main active ingredient in turmeric. It is a strong antioxidant and has a metabolic effect in the natural inflammation cycle of the body’s defence mechanisms.

Q. Is there anything that you should not feed with turmeric?

A. There are occasional medications that interact with turmeric, but users are invited to call the turmeric advice line +44 (0)1423 503319 for individual. Turmeric should not be fed to a horse undergoing radiotherapy treatment.

Q. Why are anti-oxidants useful?

A. Oxidative products can be generated by inefficiencies of biochemical pathways. Some oxidative processes generate free radicals, which can also be found in the environment.

Antioxidants, such as curcumin, maintain metabolic efficiency and help optimise free radical release.

Q. There are a number of strands of turmeric, do you need them all?

A.Turmeric has many bioactive ingredients; polyphenols, including curcumin and related chemicals, essential oils and phytosterols. All these nutraceuticals support each other in the involvement of antioxidative processes, the, and to help maintain natural defence and structural cycles.

Q. When should TurmerAid be fed?

A.TumerAid is suitable for all horses and ponies to promote well-being and general health. It can support normal joint function in older horses as well as aiding digestion and supporting the respiratory system. They also promote improved recovery after exercise. It can be mixed with dry or wet bucket feeds. It can even be fed by hand as a treat.

Q. What are the main ingredients in TurmerAid? A. As well as turmeric, TurmerAid contains linseed oil to help maintain a healthy and shiny coat, freshly cracked black pepper to aid bioavailability, yucca to aid digestion and apple cider vinegar to increase palatability.

Q. What is the difference between the pellet and a powder?

A. While we cannot comment on other proprietary turmeric formulations, our product has been formulated with the best quality ingredients to optimise the bioavailability of key functional ingredients. Unlike dry powder formulations, our product TumerAid is a complete Turmeric pellet, which is convenient to feed with no mess, highly palatable and less messy.

Q. Does black pepper irritate the horse’s stomach?

A. Although people assume the pungency of pepper irritates the stomach, there is no evidence to support this. In fact, pepper, and other ingredients in TurmerAid, contains components that sustain normal gastric physiology. Turmeric is found in a number of ulcer supplements, and some research shows it can support mucous production in the stomach.

About the Golden Paste Company

Q. How can you confirm the % of curcumin in your pellets?

A. As manufacturers of quality feeds, we are members of the Universal Feed Assurance Scheme (UFAS). As such we can only source guaranteed products and blend them to declared nutrient levels. We analyse according to written procedures that are independently audited, so we can confirm the levels in every batch.

Q. Will fussy eaters eat this pellet?

A. Most horses love TurmerAid, but customer concerned about their horse eating it are invited to our helpline on +44 (0)1423 503319 and order a sample pot for free.

Q. Is TurmerAid good for biting insects?

A. Mosquito bites can result in an allergenic response, involving local defence mechanisms.

As with many stress situations this involves the natural inflammation process, macrophage activity and system integrity. Components in TurmerAid help support such mechanisms.

Established in 1900, I’Anson Brothers Ltd is a fifth generation family business nestled in North Yorkshire that supplies exceptional quality feeds and ingredients for customers around the UK and overseas.

The Golden Paste Company is the turmeric supplement specialist. Dedicated to making the benefits of turmeric available to everyone, The Golden Paste Company offers products for those that wish to mix it themselves, to those that want ready-made supplements - from horses and ponies, llama and chickens to cats, dogs and people alike.

Janine began using turmeric in 2013, initially for her horse and more recently for her herself and her children. It was a lack of simple products encouraged Janine to make her own, and the popularity of these grew as she sold to family and friends. The Golden Paste Company was incorporated in December 2015, enabling Janine to bring high quality turmeric products to a far wider audience.

Enlisting the help of Will I’Anson of British Horse Feeds in 2016, Janine went on to develop a primitive turmeric pellet – later to become TurmerAid. Production was later taken over by British Horse Feeds, enabling greater production for the growing customer base. As the relationship developed further, in September 2017 I’Anson Brothers Ltd bought a majority share in The Golden Paste Company.

44 (0)1423 503319 info@goldenpastecompany.co.uk www.goldenpastecompany.co.uk

EB

Published in association with Equestrian Business The Old Dairy, Watton Road, Hingham, Norwich, Norfolk NR9 4NN UK +44 (0)1953 850678 enquiries@equestrianbusiness.net www.equestrianbusiness.net

© 2018, THE GOLDEN PASTE COMPANY, ALL RIGHTS RESERVED

7

TURMERAID

TM

COMPLETE TURMERIC PELLET Formulated to Optimise the Bioavailability of Key Functional Ingredients

• Promotes well-being and general health • Contains ingredients to support healthy joints • Apple cider vinegar to increase palatability • Helps the integrity of the natural defence and structual mechanisms • Supports the body’s natural inflammation process • Supports muscle recovery after exercise • Includes linseed oil which helps to maintain a healthy coat • Cracked black pepper to aid bioavailability • Yucca to aid digestion and have positive effects on the micro flora that occur natually in the horse’s stomach

The Golden Paste Company www.goldenpastecompany.co.uk | info@goldenpastecompany.co.uk | 01423 503319