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Multinational corporations are faced with many issues when marketing functional foods in several countries. The lack of consistent international regulations on health claims is one area that proved challenging for Quaker Oats. In 1997 Quaker began the petition process in China for a health claim that oats reduce the risk for heart disease. However, only studies conducted in China may be used for health claims in that nation, and each region of China has a separate health claim approval process. Involvement of individuals with strong government ties was essential, and staff fluent in Mandarin and in local dialects speeded the process. Traditional customs of gift-giving can be problematic for American companies doing business abroad. Key factors for the successful approval of health claims for oatmeal included building strong personal relationships with scientists and bureaucrats in China, and considerable patience.