super foods - rafie, nartea, and mullins
TRANSCRIPT
Alternative Crop Production & Marketing: Superfoods
Reza Rafie, Extension Specialist-HorticultureChris Mullins, Extension Specialist-Greenhouse
Theresa Nartea, Extension Specialist-Marketing & Agribusiness
Traditional Greenhouse
Super Foods
The Oxford English Dictionary defines it as “food considered especially nutritious or otherwise beneficial to health and well-being.”
A concept that is widely employed in recent year is that of “nutrient density” of foods. ‘Nutrient-rich’ foods are those that provide significant levels of protein, carbohydrates, fat, minerals, and vitamins in a reasonable number of calories.
Super FoodsVegetables
MushroomsLegumes
FruitsNuts and Oils
Herbs and SpicesGrains
Meat, Seafood, and Dairy Foods
Unique Vegetables Grown at Randolph Farm Bitter melon
• This vegetable is highly appreciated and consumed by Asian and Indian consumers • High in vitamin C, folate, fiber, and potassium, good sources of vitamin K, thiamine, and zinc.• A 2006 report in Nutrition Review pointed to studies of its ability to reduce insulin resistance, which can lead to type 2 diabetes.
Super Pizza
Unique Vegetables Grown at Randolph Farm
Jicama (Yam Bean or Mexican Turnip) • The center origin of this vegetable tuber is Central America and Mexico – Greatly appreciate and consumed raw by Mexican and Asian consumers. • Low in calorie, high in vitamin C and fiber; good source of potassium.
Berries
Fruits
Fruits
Herbs and Spices
VSU High Tunnel Experiment
Photo Credit: https://ae0afb
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Superfoods
Learning Objectives
• Market Background
• Food Values Concept
• Market Trends to Watch
Superfoods
The Market• $24.8 Billion (2006 Sales) to $38.8 B (2011 Projected Sales)
• Up 56% Functional Foods & Drinks Sales last 5 years
• Media driving Superfoods popularity
• 82% of European and 75% of US shoppers value & buy food for health maintenance
• Halo Effect of “Superfood” Labels
Superfoods
Business Insights Marketing Group .(2011). Future ingredient trends in food and drinks. Retrieved from http://www.docstoc.com/docs/33444601/BUSINESS-INSIGHTS-Future-Ingredient-Trends-in-Food-and; MediaPost Publications. (2007). Functional food sales Hit $25 billion In U.S. In 2006. Retrieved from: http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=55835
Food Values ConceptDemographic characteristics
have little influence on people’s food values. Food
is of value to all people independent of income, race, age, or education.
Lusk, J. L., & Briggeman, B. C. (2009). Food values. American Journal of Agricultural Economics, 91(1), 184-196. doi:10.1111/j.1467-8276.2008.01175.x
Food Value in Order of Importance
1. Safety2. Nutrition3. Taste4. Price5. Natural6. Convenience7. Appearance8. Environmental Impact9. Fairness10. Tradition11. Origin
Lusk, J. L., & Briggeman, B. C. (2009). Food values. American Journal of Agricultural Economics, 91(1), 184-196. doi:10.1111/j.1467-8276.2008.01175.x
Researchers conducted a
random sample of
2,000 households
in the spring of 2007
nutrition
Amount and type of fat,
protein, vitamins, and
other nutrients
contained in food
Lusk, J. L., & Briggeman, B. C. (2009). Food values. American Journal of Agricultural Economics, 91(1), 184-196. doi:10.1111/j.1467-8276.2008.01175.x
Cosmetic Foods anti-aging
Healthy Hairhttp://www.webmd.com
Dark Green VegetablesBeansNuts
PoultryEggs
Whole GrainsOysters
Low Fat DairyCarrots
Glowing Skinhttp://www.webmd.com
Low Fat DairyBerriesPlums
WalnutsFlax SeedOlive Oil
Whole GrainsTurkeyNuts
Photo Credit: http://en.sial.fr/ExposiumCms/cms_sites/SITE_508003/images508003/logo_food_beauty.jpg, http://www.nyofficelady.com/wp-content/uploads/2010/11/healthy-hair.jpg
Food Medicine: Nutraceuticals
Boosting Immunity
http://online.prevention.com/flu_immunity/list/1.shtml
YogurtOats
BarleyGarlicFish
ChickenTea
BeefSweet Potatoes
Mushrooms
Healthy Blood Pressure
http://www.mypyramid.gov
Sweet PotatoesWhite Potatoes
BeansTomatoes
Beet GreensSoybeans
Lima BeansWinter Squash
Spinach
Diet PlanSuperfoods
Medical Related Diets
Dairy-freeGluten-free
Low FatLow Sodium
SoySugar Conscious
VegetarianWheat-free
Trend: Pet Superfoods
Trend: Drinks Superfoods
Photo Credit: http://media.photobucket.com/image/bare%20naked%20superfood%20juice/Suzanne57/athome%25202008/aa-martini-3.jpg
Trend: Supplements Superfoods
Photo Credit: http://iconicnutra.com, http://2.bp.blogspot.com/_aHVKbnZ-sGA/TSrSmEppjeI/AAAAAAAAADs/Q9fNsUC1Abc/s1600/superfoodRender.jpg
Keep Simple
Source: http://www.eatwell.gov.uk/
Superfoods
Market Wrap Up
• Growing Market Profitability
• Nutrition Value drives Demand
• Evaluate Product Marketing Strategy
• Seek & Eat Unprocessed Superfoods
Superfoods
Thank You for Your Time!
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