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EPAX's 2007 Vitafoods Participation Centered on Purity Commitment

AALESUND, Norway (May 21, 2007) - EPAX AS, a world leading supplier of highly-concentrated omega-3 EPA/DHA fatty acid concentrates, today announced that its two education events were well-received and highly attended at the tenth annual Vitafoods International Tradeshow and Conference in Geneva, held May 8-10.

Baldur Hjaltason, B.Sc (Hon), sales manager for EPAX, presented "Purity Beyond Expectation" to a capacity crowd on May 8 in the Supplier Seminar Theatre. The seminar provided a forum to formally announce the successful launch of the "Purity Concept," EPAX's recently expanded definition of marine oil purity that ushers in a new standard for the industry. Mr. Hjaltason's in-depth seminar outlined EPAX's careful sourcing and innovative purity process that goes beyond measuring for pollutants only and now incorporates oxidation parameters and trans fats that are well below those set by international regulatory standards. Mr. Hjaltason explained that by including the new lowered values for oxidation products, EPAX has introduced a more holistic approach to purity that focuses on the total quality of the oil.

As explained by Mr. Hjaltason, EPAX's new oxidation parameters are pivotal because oxidation forms free radicals that can damage human cells, while reduced levels in trans fats can reduce the risk of heart disease and other health factors. In addition, the new purity standards for oxidative parameters prevent low-molecular-weight, off-flavour compounds that can give omega-3 supplements a fishy smell and taste. Finally, improving oxidation parameters ensures a more stable shelf life for EPAX's product line. The final result: a consumer product that is better for human health, is more appealing to the senses and ensures a high-quality product remain in that condition for a longer period of time.

Morten Bryhn, M.D., Ph.D., a specialist in cardiology and internal medicine, presented the lecture, "Hidden Inflammation: What is it? How can we minimize the negative effects?" at the EPAX stand on May 9. Dr. Bryhn's lecture discussed omega-3's benefits in reducing and preventing hidden inflammation, an often undetected problem that can affect the entire body and contribute to an increased risk of debilitating diseases.

"We are very pleased with the range of topics to which Mr. Hjaltason and Dr. Bryhn lent their expertise," said Bjorn Refsum, CEO of EPAX AS. "From EPAX's ongoing commitment to provide the highest possible product quality, to the effect omega-3s have on human health, this year's presentations illustrate the twofold importance of a high-quality omega-3 supplement."

EPAX AS is headquartered in Aalesund with a global sales office in Lysaker/Oslo, Norway. Its production facility in Aalesund is GMP-approved by the Norwegian Medicines Agency for the manufacturing of API products. All of EPAX's business efforts reflect the company’s core commitment: Purity | Quality | Innovation. These values represent EPAX's commitment to offering products that are safe, pure and of consistent quality. EPAX AS offers concentrated omega-3 EPA/DHA oils in the business-to-business segment under the brand name EPAX, available in a wide range of top-quality formulas with different EPA/DHA concentrations and ratios focused on specific health conditions. EPAX is available in TG or EE versions For further information on EPAX AS, its products or clinical studies visit or contact marketing manager Gunilla Traberg at

Vitafoods International is one of the largest health ingredients industry events in Europe, attracting participants and attendees representing the nutraceutical, cosmeceutical, functional foods and drink industries. For more information, visit

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