Dr. Bronner's Magic Ventures into the Grocery Aisle with Healthy and Delicious Certified Fair Trade and Organic Coconut Oil

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Apr 12, 2011, 12:38 ET

Whole Foods Market® to carry new Dr. Bronner's White and Whole Kernel Coconut Oil

ESCONDIDO, Calif., April 12, 2011 /PRNewswire-USNewswire/ -- Dr. Bronner's Magic Soaps, the top-selling brand of certified fair trade and organic soap worldwide is expanding into the grocery aisle, with a brand new culinary coconut oil. Dr. Bronner's Magic "All-One" Fair Trade and Organic Virgin Coconut Oil (VCO) is fresh-pressed, unrefined and offered in two varieties "white kernel" and "whole kernel."

Dr. Bronner's VCO is expeller-pressed from the fresh carefully dried coconut kernel, which gives it a mild delicious aroma. Versatile and healthy, VCO can be used for stir-frying, soups, sauces, baking, deserts and body care. Extensive field research in the tropics shows that people who follow a traditional diet high in coconut oil enjoy excellent cardiovascular health. Clinical research confirms that the saturated medium chain fatty acids (MCT's) in VCO, such as lauric acid, actually improve blood cholesterol by increasing the ratio of HDL to LDL cholesterol. After years of demonization as "artery clogging" fat, doctors and nutritionists now increasingly recognize coconut oil as an oil that may offer many more health benefits compared to other food sources.

Whole kernel oil, which is made from the coconut kernel with the inside skin left on, is more nutritious and has a slightly nuttier flavor whereas white kernel oil offers a more familiar choice to consumers who are familiar with this grade. Both oils have the same culinary and body care uses, and are both certified organic and fair trade.

Dr. Bronner's new coconut oil is produced at Serendipol (Pvt) Ltd. in Sri Lanka's coconut triangle. Serendipol was founded by Dr. Bronner's in their ongoing effort to create a cleaner supply chain by sourcing all of their major raw ingredients from fair trade sources. Serendipol has become the world's foremost producer of organic and fair trade coconut oil. The company has converted some 500 growers to organic practices, improving soil fertility and increasing yields. The production staff has grown to 160 workers who enjoy working conditions and compensation uncommon in the industry. The fair trade premium paid by Serendipol's customers, which averages $250,000 per year, is administered by a broad-based committee and funds a range of community development projects, hospital equipment, school facilities and books, water and electricity supply. Serendipol proves that business can be socially responsible and environmentally sustainable.

Available exclusively at Whole Foods Market nationwide until May, the new "All-One" Coconut Oil is sold in 14 oz jars at the suggested retail price of $9.99.

For more information on Dr. Bronner's Magic Coconut Oil, please visit: www.drbronner.com.