Urging consumers to get tested

ARLINGTON, VA - May is Celiac Awareness Month, and USA Rice has partnered with the National Foundation for Celiac Awareness (NFCA) to help draw attention to this often misunderstood genetic autoimmune disease with a video targeting television news.

"People with celiac disease are unable to safely eat food containing gluten - something found in wheat, rye, and barley," explained Katie Maher, manager of domestic promotion for USA Rice. "Since rice is naturally gluten-free, it constitutes a major food source for people with the disease, and our groups working together seemed obvious."

USA Rice produced a three-minute video for distribution to television news stations around the country to help raise awareness and encourage people in "at-risk groups" to get tested - since as many as 83 percent of people with celiac disease are undiagnosed because they show no symptoms. Since the disease is genetic, anyone who has someone with celiac disease in their family is considered "at-risk," even if they show no symptoms.

The video contains interviews with a representative of NFCA, a world-renown gastroenterologist specializing in pediatric celiac disease, and representatives of the food service industry who are often on the front lines dealing with food allergies.

"Not only is the video informative, but it talks about the importance rice can play in treating this disease and it showcases a lot of rice being utilized," Maher added.

The video will be released to the media tomorrow and will be available for all of May for use by local television news in its entirety or to help stations with their own stories. It coincides with NFCA's new PSA campaign, "Seriously, Celiac Disease" that urges family testing. You can preview the video here and learn more about NFCA at www.celiaccentral.org.

Contact: Michael Klein (703) 236-1458

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