For cholesterol-reducing supplements without resorting to prescription drugs I suggest plant sterols. Available over-the-counter, inexpensive, and found by the FDA to have a "significant" effect on cholesterol levels.
http://www.fda.gov/bbs/topics/ANSWERS/ANS01033.html
In a year I've dropped my cholesterol thirty points or so by taking plant sterols, exercising, and eating a low-fat diet.
Ed
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