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Beans get promotional support from... Mr. Bean

By: Staff Writer

Posted: 01/26/2012 12:26 PM | Comments: 0 (including replies)

Rowan Atkinson, known for his portrayal of Mr. Bean, has given a research group permission to use his likeness in promoting the benefits of beans.

Mr. Bean is promoting the nutritional benefits of the bean.

British actor Rowan Atkinson – known for his portrayal on TV and film as Mr. Bean – allowed the Winnipeg-based Canadian Centre for Agri-Food Research in Medicine to use his likeness for the promotional campaign Consider The Bean.

The portrait of Mr. Bean was created by the staff of the communications and media services department at St. Boniface Hospital Research Centre, at the request of the CCARM scientists, by using thousands of dried beans, also known as legumes or pulse crops.

But before the campaign could be launched, the CCARM needed the actor’s permission to use his likeness.

"They had no problem in giving us approval to work with the likeness of Mr. Bean, and even asked us for permission to add it to their Facebook page," Dr. Peter Zahradka, CCARM team leader, said in a prepared statement. "We look forward to using this to draw attention to the important research being done at CCARM for the pulse industry."

The CCARM is dedicated to investigating and understanding the potential health-related benefits found in nutraceuticals, functional foods and natural health products.

It is located within the St. Boniface Hospital Research and the I.H. Asper Research Institute.

The media team at St. Boniface Hospital Research created a 20-by-30-inch portrait of Mr. Bean and a short video that features the portrait.

The CCARM says that a regular diet that includes dried beans promotes digestive health, relieves constipation and may even help prevent colon cancer. A single serving (1/3 cup) contains about 80 calories with no cholesterol, lots of complex carbohydrates and a little fat; is rich in minerals such as iron, selenium, magnesium and calcium; and is a good source of B vitamins, potassium and fibre.

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