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FOR IMMEDIATE RELEASE
Contact: Diana Crane
PCC Natural Markets
206-547-1222
Cell: 206-390-6657
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PCC Natural Markets is first gluten-free endorsed retailer in the nation
Business practices of this Seattle-based retailer earn unprecedented
recognition from The Gluten Intolerance Group
(Seattle, Wash., April 28, 2010) - The commitment of PCC Natural Markets
(PCC), the nation's largest natural foods retail cooperative, to responding
to the needs of consumers unable to tolerate gluten in their diets, has
been recognized by The Gluten Intolerance Group of North America (GIG). PCC is
the first retailer in the country to be designated "gluten-free endorsed"
by GIG, setting a new standard for other retailers concerned with special
dietary needs of their customers.
GIG is a national non-profit that provides support to persons with
intolerances to gluten, a protein commonly found in wheat, rye and barley.
Intolerance to gluten, called celiac disease, can cause mild to serious and even
life-threatening immune responses when these grains are consumed. Reactions
can include damage to the small intestine and malnutrition due to the body's
inability to absorb vital nutrients. Gluten sensitivity affects an
estimated 25 million people in the United States.
There is no cure for gluten sensitivities and reactions can only be
controlled through complete avoidance of foods containing gluten. Identifying
gluten-free products can be challenging for consumers; currently there is no
requirement for food manufacturers to test their products prior to claiming
them to be "gluten-free." PCC identifies products in as gluten-free based on
information provided by its vendors but recommends that customers review
product ingredient lists themselves as an additional safeguard. Under
consideration by the U.S. Food and Drug Administration (FDA) is a national
standard of 20 parts per million (ppm), although GIG has called for an even
tighter standard.
PCC worked with closely with GIG for eighteen months to ensure compliance
with GIG criteria for gluten-free product identification and handling, and
has developed and implemented comprehensive staff training and consumer
education programs about gluten intolerance. PCC offers about 2,000 gluten-free
food and body care products and gluten-free store tours, and, through its
PCC Cooks program, has offered gluten-free classes for several years.
Gluten-free information is offered in PCC stores and online. Gluten-free
products are visibly tagged in PCC's nine stores and easily found through a
searchable gluten-free database on PCC's Web site.
"We are honored to be recognized by The Gluten Intolerance Group as the
first gluten-free endorsed retailer in the country," said Russ Ruby, PCC's
director of merchandising. "Helping our shoppers affected by gluten
intolerance, either personally or through family members, to make safe product
choices has been well worth the resources we?ve devoted company-wide to this
effort."
Throughout the month of May, PCC will celebrate its gluten-free retailer
endorsement through a multi-media promotion campaign focused on making
consumers aware of gluten intolerance and informing sufferers of their options
for living healthy lives in spite of it. Next steps include development of a
"best practices" manual for handling gluten-free products that PCC will
make available to other retailers, as well as ongoing classes for staff and
consumers.
About PCC Naural Markets (PCC):
_http://www.pccnaturalmarkets.com/gluten_free/products.php_ (http://www.pccnaturalmarkets.com/gluten_free/products.php)
Headquartered in Seattle, Wash., PCC Natural Markets is a certified
organic retail cooperative with annual sales of $138 million and an active
membership of more than 44,000 households. PCC operates nine stores in the Seward
Park, View Ridge, Greenlake, West Seattle, Fremont, Kirkland, Redmond,
Edmonds and Issaquah neighborhoods.
About The Gluten Intolerance Group (GIG): _http://www.gluten.net/about.php_
(http://www.gluten.net/about.php)
Headquartered in Auburn, Wash., the GIG provides support to persons with
gluten intolerances, including celiac disease, dermatitis herpetiformis, and
other gluten sensitivities, in order to live healthy lives. GIG is the
leader in patient and professional support nationally though outreach programs
and services and is a trusted sourced of scientific, evidence-based
information regarding gluten-related illnesses.
Contact: Diana Crane
PCC Natural Markets
206-547-1222
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Cynthia Kupper, RD; Executive Director
Gluten Intolerance Group of North America (GIG)
31214 124 Ave SE, Auburn WA 98092-3667
P: 253-833-6655 ext 104; F: 253-833-6675
Websites:
_www.GLUTEN.net_ (http://www.GLUTEN.net) (consumer education)
_www.TAGSatGIG.org_ (http://www.TAGSatGIG.org) (teen advocates with
gluten sensitivities)
_www.GFCO.org_ (http://www.GFCO.org) (certified gluten-free products)
_www.GFFS.org_ (http://www.GFFS.org) (gluten-free food service
accreditation)
_www.GlutenFreeRestaurants.org_ (http://www.GlutenFreeRestaurants.org)
(gluten-free restaurant awareness program)
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