Media Release

For immediate use 24th July 2003 VEGAN DIET LOWERS CHOLESTEROL: PASTY-FACED HIPPIES HAVE LAST LAUGH The recent discovery that following a vegan diet can lower cholesterol by the same amount as conventional drug treatment has been welcomed by campaigning vegetarian organization Viva! as a further vindication of the oft-mocked vegan lifestyle. The Canadian study showed that a diet based on plant foods lowered the most dangerous form of cholesterol by 29%, in comparison to a reduction of 31% brought about by the most popular drug treatment. The prestigious and authoritative American Dietetic Association recently stated that vegetarian and vegan diets are "healthful, nutritionally adequate and provide health benefits in the prevention and treatment of certain diseases". They also stated that these diets provide for all stages of the life cycle, including pregnancy and infancy. Viva! campaigner, Alistair Currie says: "Let's nail this ludicrous myth that vegans are unhealthy once and for all. The scientific evidence is absolutely clear: our diet isn't just adequate, it is actually good for you. Amongst many others, Martin Shaw, Chrissie Hynde and Britain's oldest dog are all vegan: this isn't a diet for pasty-faced hippies, it's a diet for everyone. We vegans wish health and happiness to all living things but when burger-munching fatties tell us that our diet is unnatural and unhealthy we can't help wondering whether they've looked in the mirror recently - or had their cholesterol checked." Contact: Alistair Currie on 0117 944 1000