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 FoodsVegetablesMushrooms

LegumesFruits

Nuts and OilsHerbs and Spices

GrainsMeat, Seafood, and Dairy Foods

Vegetables

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

a34b-custmedia.vresp.com

/0d96dd114a/Braintree%20FM

%20Em

ail%20art.jpg

Learning Objectives

• Market Background

• Food Values Concept

• Market Trends to Watch

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” LabelsBusiness 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 GrainsTurkey

Nuts

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

ChickenTeaBeef

Sweet PotatoesMushrooms

Healthy Blood Pressure

http://www.mypyramid.gov

Sweet PotatoesWhite Potatoes

BeansTomatoes

Beet GreensSoybeans

Lima BeansWinter Squash

Spinach

Diet Plan

Medical Related Diets

Dairy-freeGluten-free

Low FatLow Sodium

SoySugar Conscious

VegetarianWheat-free

Trend: Pet

Trend: Drinks

Photo Credit: http://media.photobucket.com/image/bare%20naked%20superfood%20juice/Suzanne57/athome%25202008/aa-martini-3.jpg

Trend: Supplements

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/

Market Wrap Up

• Growing Market Profitability

• Nutrition Value drives Demand

• Evaluate Product Marketing Strategy

• Seek & Eat Unprocessed Superfoods

Phot

o Cr

edit:

htt

p://

thel

egal

broa

dcas

tnet

wor

k.sq

uare

spac

e.co

m/s

tora

ge/s

uper

food

-hea

rt.jp

g?__

SQU

ARES

PACE

_CAC

HEV

ERSI

ON

=129

5894

0167

40