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Alton Brown Joins Welch's in Standing Up to Free Radicals

Food Scientist Gets to the Heart of Polyphenol Power in Welch's 100% Grape Juice With New TV, Print and Online Advertising

Concord, MA (November 11, 2008) /PRNewswire/ — Food scientist and TV personality, Alton Brown, is the new face of Welch's ad campaign for its 100% Grape Juice made from Concord grapes. Known for his animated and engaging explanations of food science, Alton Brown will be appearing in television, print and online advertising, as well as in-store merchandising for Welch's 100% Grape Juice. In his own unique style, he'll blend ingredients of wit, wisdom, and science to explain what makes Welch's 100% Grape Juice, made from the entire polyphenol-packed Concord grape, so special.

"People have a growing interest in foods and beverages that deliver health benefits," commented Chris Heye, Vice President of Marketing for Welch's. "Alton is the perfect partner to help us explain the science behind our Concord grapes and the health benefits they deliver to moms and their families. He has a knack for conveying these messages in a way that is both engaging and credible."

Airing from November 2008 to March 2009, the television advertisement will run on cable and network shows including Dancing with the Stars, Rachael Rays' 30 Minute Meals and family and movie specials on the ABC family channel. The new print campaign will appear in magazines such as People, Parenting, Women's Health and Cooking Light, as well as online at WebMD and the

"We talk a lot about the importance of knowing where your food comes from and with Welch's it's easy because the people who grow the grapes actually own the company," commented Alton Brown. "The grape in question is of course the Concord, which besides being delicious, and extremely versatile, is great for your health. That's because it's packed with nutrients called polyphenols which appear to help protect healthy cells from the damaging effects of unstable molecules, called free radicals. When you think about it, that makes the Concord grape something of a super fruit."

Alton Brown is a food scientist, commentator, author, celebrity chef and TV personality on shows such as The Food Network's Good Eats, Iron Chef, Feasting on Asphalt and most recently Feasting on Waves. His chalk-board lessons have helped demystify the fascinating science behind food for millions of people.

Welch's 100% Grape Juice is the original super juice. It helps promote a healthy heart and arteries, maintain a healthy immune system, and support a healthy mind. It is made from the entire Concord grape including the skins and seeds, which are pressed to release an abundance of natural polyphenol antioxidants. Polyphenol antioxidants appear to promote good health and help protect healthy cells against the damage caused by unstable molecules called free radicals. Welch's 100% Grape Juice has significantly higher antioxidant power per serving than other popular 100% fruit juices.[i] It has twice the antioxidant power of orange juice and nearly six times more than apple juice.

About Welch's

Headquartered in Concord, Massachusetts, Welch's is the processing and marketing subsidiary of the National Grape Cooperative Association whose Concord and Niagara grapes are harvested from vineyards across America and in select locations in Canada. Since the inception of its "unfermented grape wine" in 1869, Welch's now produces and markets grape juice and grape jelly plus more than 400 other fruit-based products from juices to dried fruit to frozen concentrates. Welch's 100% Grape Juice made from Concord grapes helps promote a healthy heart and arteries, maintain a healthy immune system, and support a healthy mind. Welch's is committed to research and development which will meet the growing demand for products that address consumers' health and wellness needs. Welch's products are sold throughout the United States and in 50 countries around the globe. For more information, visit

[i] U.S. Department of Agriculture – Agricultural Research Service. Oxygen Radical Absorbance Capacity (ORAC) of Selected Foods – 2007.