The Whole Truth about Sustainable
Fish Oil
by New Chapter Health Writers
 At
New Chapter, our concern for the planet is expressed through
our every act of business, whether big or small. To us, sustainability
begins with intention - and from the start, our intention has been to
produce the most environmentally conscious products possible.
This is why we are excited to introduce
Wholemega, extra-virgin whole fish oil. Our philosophy on
nutrition is simple; seek the benefits of whole food. While others
create food supplements, New Chapter strives to deliver Supplemental
Food -- food that our bodies inherently recognize and easily utilize.
Wholemega continues this tradition in fish oil with its 100%
Alaskan wild salmon oil - from fisheries recognized for ocean
stewardship and sustainability. Alaska maintains one of the World's
most highly protected and managed natural fisheries and has outlawed
salmon fish farming. By using only wild, sustainably caught Alaskan
salmon - among the cleanest and most pure fish stocks in the World -
chemical processing to deliver purity is not required.
Unlike conventional fish oils that may be sourcing
multiple fish species from numerous fisheries or fish farms, and then
distilling and "purifying" these oils until they no longer qualify as
food grade, our fish oil source retains its designation as food grade.
The oil in
Wholemega is so pure and untainted, it is delivered from a
"food grade" government inspected facility. It's our promise of
healthy, and pure, food to you.
A New Chapter in Fish Oil
Fish Oil – Nature’s Omega Powerhouse
Fish oil is bursting with beneficial Omegas. In
particular, Omega 3’s, 5, 6’s, 7 and 9’s, which belong to a group of
fatty acids often referred to as “good fats”. The benefits of these
Omegas are numerous – they serve to nourish the heart, kidney, brain
and eye tissues and have also been shown to benefit cardiovascular,
immune system and digestive health.
A Healthy Balance of Omega 3’s & 6’s
 For
optimal health, one should achieve a healthy balance between
inflammatory Omega 6 fatty acids and anti-inflammatory Omega 3 fatty
acids (such as EPA and DHA). Ideally, that balance should be an equal
1 to 1. But for most Americans, our highly processed and “factory
farmed” diets have skyrocketed that ratio to an unhealthy 20 to 1.
So why not simply “load up” on Omega 3’s to correct
the balance? Because your body is a complex, organic system that
requires nature’s whole complement of natural Omegas working together
– 3’s, 5, 6’s, 7 and 9’s – to achieve optimal benefit and a healthy
balance. The Omega fatty acids in fish oil offer many health benefits,
including nourishment of the heart, kidney, brain and eye tissues.
Whole Fish Oil, Not “Purified”
When it comes to your body’s health, we believe
Nature got it right the first time. That is, nourishment, protection
and health that comes from whole fish oil – not from the fractionated,
isolated, “purified” fish oils on the market today.
At New Chapter, we offer a whole-food approach to
fish oil – one that offers the whole benefits found in nature. The
ones that can only be found in a whole, naturally pure fish oil like
Wholemega.
“Purified” fish oils must be chemically processed,
which can destroy the whole, natural Omegas and the naturally
occurring antioxidants and vitamins your body looks for.
The Myth about “Purified”
Why would conventional “purified” fish oils risk
destroying nature’s beneficial, whole compounds via their chemical
“purification” process? Quite frankly, they have to. They often source
many different types of fish stocks, with varying levels of beneficial
Omegas, from various fisheries. They then ship these catches long
distances and must employ a complex, high heat “purification” process
to deliver a fish oil that’s fit for human consumption. And while some
manufacturers attempt to “add back in” the benefits nature created,
those benefits are lost forever.
“Purified” fish oils use a chemical process that
can destroy the whole Omegas and the naturally occurring antioxidants
and vitamins found in nature.
Nature’s Whole Omega Nourishment
There’s so much more to fish oil than Omega 3’s.
Nature’s whole actually packs a full complement of 16 whole,
bioavailable, effective Omegas that can benefit your health –
including Omega 3’s, 5, 6’s, 7 and 9’s. And only a naturally pure fish
oil like
Wholemega can deliver the whole Omegas as nature intended.
Naturally Pure vs. “Purified” – A Clear Difference
You can actually see the difference between whole,
naturally pure Wholemega and “purified” fish oils.
Wholemega whole
fish oil is striking in color. This is due to the powerful, naturally
occurring antioxidant Astaxanthin that’s abundant in wild-caught,
naturally pure salmon.
The cloudy, dull, yellow hue of conventional fish
oils is symbolic of “purified” products. The chemical processing they
require can destroy the many beneficial, natural compounds that give
fresh, whole salmon oil its vibrant color. Clearly, it’s better to
consume “whole” fish oil. Only a whole, naturally pure fish oil can
deliver all the whole Omegas and the naturally occurring antioxidants
and vitamins nature created.
The Beauty of Natural Purity
 Wholemega naturally pure, extra virgin Alaskan
salmon oil is sourced from clean, pristine Alaskan waters – among the
world’s cleanest and purest. It’s then immediately cold pressed, just
like extra virgin olive oil, so you get the purity and benefits nature
created without chemical processing. In fact, the oil in Wholemega is
so pure and untainted, it is delivered from a “food grade” government
inspected facility. It’s our promise of healthy and pure to you.
The Extraction Process: Less is More
 Alaska maintains one of the World’s most highly
protected and managed natural fisheries and has outlawed salmon fish
farming. By using only wild, sustainably caught Alaskan salmon – among
the cleanest and most pure fish stocks in the World – chemical
processing to deliver purity is not required.
Our extra virgin, low-heat process is all that’s
needed to deliver Nature’s whole basket of vital Omega fatty acids and
naturally beneficial nutrients, like Vitamin D and Astaxanthin. No
chemicals or extreme heat are used during extraction – the idea is to
preserve, not destroy.
Clinically Tested for Effectiveness
For optimal benefit, fish oil must be incorporated
into your body’s cell membranes. Which means that, all else being
equal, the more bioavailable the fish oil, the more effective it is.
As demonstrated in a human clinical trial,
Wholemega has been shown to
be incorporated into peripheral blood mononuclear cells (PBMCs),
allowing the fish oil to provide its beneficial effects.
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This chart, from a human clinical trial, represents
the change of essential fatty acid content (EPA & DHA) in cell
membranes (PBMC) after consuming Wholemega |
| Additionally, Wholemega has been shown to
down-regulate inflammatory arachidonic acid (AA), significantly
improving the balance of inflammatory AA to anti-inflammatory EPA.*
|
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The latest medical research suggests that reducing
unhealthy levels of LDL cholesterol and C-Reactive Protein may result
in improved heart health. Preliminary data shows Wholemega may
down-regulate inflammatory markers, such as LDL (“bad”) cholesterol
and C-Reactive Protein.
Sustainability Matters
One of New Chapter’s guiding principles is to do no
harm – to people, to animals or to the environment. That’s why
Wholemega comes from 100% sustainably wild-caught Alaskan
salmon. If sustainability is as important to you as it is to us,
Wholemega is a fish oil you can feel good about.
For more product information on Wholemega by New Chapter, click here.
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