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Click Here for the Official Statement of the EU (PDF Format)
Provo, Utah - Tahitian Noni International
(formerly Morinda, Inc.) today announced that it had received official
notification from the COMMISSION OF THE EUROPEAN COMMUNITIES authorizing
the sale of TAHITIAN NONI® Juice in Europe as a novel food. The announcement,
issued from Brussels, Belgium, today, came after years of testing and
research, proving the safety of the juice of the Morinda citrifolia, or
"noni," fruit.
Article 1 of the decision states that "noni juice"
(juice of the fruit of Morinda citrifolia L.) may be placed on the market
in the community as a novel food ingredient to be used in pasteurized
fruit drinks. This decision came shortly after the Health and Consumer
Protection Directorate-General of the European commission issued a statement
from the Scientific Committee on Food affirming:
"The Committee evaluated the safety aspects of TAHITIAN
NONI® Juice as a novel food. The Committee concluded that there were
no indications of adverse effects…on subacute and subchronic toxicity,
genotoxicity and allergenicity. Against this background, the Committee
considers TAHITIAN NONI® Juice, at the observed levels of intake,
as acceptable."
"TAHITIAN NONI® Juice is the first noni juice
product approved for sale in Europe," stated Kelly Olsen, president
of Tahitian Noni International. "There were many people 4 years ago
who thought that we might never receive permission to sell our noni juice
in Europe. It was a long and costly process, but we believed in the safety
of our product and knew that it would stand up to the rigorous testing
and tough safety requirements of the European Commission. During that
time, not one other company tried to get that same approval."
Although competitive products containing noni may eventually
be accepted by the European community, TAHITIAN NONI® Juice is the
first approved noni product in the European market. TAHITIAN NONI®
Juice has withstood the most intensive scrutiny and inspection of the
European community's most influential scientific and health committees.
Not only is TAHITIAN NONI® Juice the first noni product approved within
the community, it is the first food or food ingredient of its kind (whole,
natural food) to be approved by such prestigious political and scientific
bodies. The tests and scientific trials used to substantiate the commission's
decision incorporated only TAHITIAN NONI® Juice. The same proven and
pure TAHITIAN NONI® Juice that has become a staple to much of the
world has proven to be flawless and pure according to the high standards
established by the European community. The proprietary formula remains
the same-unmodified, unchanged, and unduplicated.
The company announced that it will immediately begin
meeting with top European distributors to lay out the sales and marketing
plans for this new area. "Distributors from all over Europe will
now be able to sell TAHITIAN NONI® Juice," stated David Wadsworth,
general manager for Europe, "and we want to make sure that they have
the local training and support necessary to sell our products effectively."
The Europe news follows recent announcements made by
TNI about record-breaking sales worldwide in the first 5 months of this
year, as well as in April having its best sales month in the company's
7-year history.
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