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Winnipeg Free Press - PRINT EDITION
Mr. Bean lends likeness to local promotion of legume
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 the 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 the potential health-related benefits in nutraceuticals, functional foods and natural health products.
The media team at the St. Boniface Hospital Research Centre created a 51-by-76-centimetre portrait of Mr. Bean and a short video that features the portrait.
The CCARM says a regular diet that includes dried beans promotes digestive health, relieves constipation and might help prevent colon cancer. A single serving (one-third cup) contains about 80 calories with no cholesterol, lots of complex carbohydrates and a little fat, is rich in minerals such iron, selenium, magnesium and calcium and is a good source of B vitamins, potassium and fibre.
Republished from the Winnipeg Free Press print edition January 27, 2012 A8
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