Notes

[alt text] 

A photograh of a man in a suit sitting beside laboratory equipment. In front of him is a table covered with various baked goods made with rice bran—loaves of bread, muffins, pasta, cookies, and a bowl of cereal-like bran. This ad uses blue and neutral tones, giving it a professional, scientific feel. 

[transcription] 

# “AS GOOD AS OAT BRAN IS, OUR RICE BRAN IS EVEN BETTER.”

“Not only is rice bran rich in complex carbohydrates and cholesterol-free, it has 36 percent more fiber than oat bran. And rice bran has proven just as effective as oat bran in reducing serum cholesterol.*

Riceland, the world’s largest rice processor, produces its Riceland Rice Bran® in the heart of the nation’s rice belt.

We begin by selecting only fresh rice bran and sifting it to ensure that it is never gritty.

Then we immediately stabilize it, using a Wenger® extruder to halt enzyme activity. This process prevents the increase of free fatty acids and peroxide during normal storage and handling.

As a result, it has a sweet, toasted, nutty aroma and flavor. It’s never bitter. And thanks to Riceland’s quality control, you can be assured of a product that is not only consistent, but consistently superior.

Riceland Rice Bran is a food ingredient designed specifically for baked goods, pastas, cereals and other prepared foods.

“To learn how Riceland Rice Bran can become an ingredient in your new product, give us a call at 1-501-673-5500. We’ll be glad to send you the facts about Riceland Rice Bran, and a sample.”

[Signature]
Frank T. Orthofer
Frank T. Orthofer, Ph.D.
Vice President, Research and Development

RICELAND
Riceland Foods, Inc.
P.O. Box 927 • Stuttgart, Arkansas 72160
For information circle 137

[Caption] 
“*Rice bran study conducted by Dr. Maren Hegsted, Louisiana State University, released January 1990.”

[additional notes] 

GKB: How does an extruder “halt enzyme activity?”

Hannah Yang:

Lab professor as narrator + calibrator machine +scientific study cited at botton: 

• promotes credibitiy, authority, modernity 

Signature of credible representative: Vice President

• increase trust + credibility (Ph.D) 

• Company CEO in 1990, Richard E. "Dick" Bell, was NOT a Ph.D

Bread on table: directly shows the variety of consumer products (profit opportunities) possible from using their food technology