• Food Science and Preservation
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• v.10 no.2
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• pp.169-174
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• 2003

This study is to estimate consumers' value of the functional processing diet rice using the multi bounded discrete choice CVM. The results is shown that householders are willing to pay 2,637won/kg, 2,983won/kg and 3,428won/kg(definitely, sure, not sure) for buying the the functional processing diet rice. Results also show that the estimate of the aggregated buying value of the functional processing diet rice is approximately 2,239 billion won in the definitely scenario in Seoul province. The marketing strategy of the functional processing diet rice is divided by the on line and off line marketing.

• Journal of the East Asian Society of Dietary Life
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• v.17 no.4
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• pp.554-562
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• 2007

This study was performed to provide basic data for predicting the usefulness of Gastrodiae rhizoma as a materials for functional foods. Changes in regional cerebral blood flow(rCBF) and blood pressure(BP) were measured in rats, following the intravenous injection of processed Gastrodiae rhizoma water extract. In its processing, we used rice water, Sderotium Poriae Cocos and Radix Ligustici Chuanxiaong. The rCBF and BP measurements were continually monitored by a laser-doppler flowmeter and a pressure transducer in the anesthetized adult Sprague-Dawley rats for approximately about two to two and a half hours, through a data acquisition system composed of a MacLab and Macintosh computer. The results of the experiment are as follows: the processed Gastrodiae rhizoma significantly increased changes in rCBF in the rats. The rCBF with processed Gastrodiae rhizoma did not change by pretreatment with propranolol, atropin, methylene blue, and indomethacin. But the rCBF of the processed Gastrodiae rhizoma was increased by pretreatment with L-NNA. The processed Gastrodiae rhizoma significantly decreased the changes in BP. However, BP with the processed Gastrodiae rhizoma did not change by pretreatment with propranolol, atropin, methylene blue and indomethacin. On the other hand, BP decreased with the processed Gastrodiae rhizoma pretreatment with L-NNA. These results indicate that processed Gastrodiae rhizoma might increase the rCBF and the BP which are related to nitric oxide synthesis. Also these results indicate that the used of processed Gastrodiae rhizoma in safe, as well as clinically applicable in diet therapy for cerebral related disease and hypertension.