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Does health matter   developing a new health positioning - the risks of research avoiding snake oil and how to manage the process - c joyce
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Does health matter developing a new health positioning - the risks of research avoiding snake oil and how to manage the process - c joyce

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  • 1. Macadamias& the Health Message Chris JoyceChair, Nuts for Life Pistachio Grower
  • 2. The Nut Health MessageRegular nut consumption• Reduces the risk of cardiovascular disease• Reduces the risk of diabetes II• Does not increase body weight
  • 3. Pills or a fun, tasty healthy food ?
  • 4. Macadamias are a fun, tasty, healthy food
  • 5. Nut = Fat = Bad• Q9: If you don’t eat a handful of nuts daily – what stops you? Of the 98% who indicated that they did not eat a handful of nuts everyday, 86% answered this open ended question. Within this cohort, 63% mentioned ‘fat’ as a key reason. This was by far the most frequently mentioned single issue. The single biggest issue was the issue of fat. Nuts were perceived by the respondents as being very high in fat which would either result in weight gain or failure to lose weight.
  • 6. The health message is critical Permission
  • 7. The Health Message Works ! Australian Nut Consumption at trade, 2003-08 48,000 400 46,000 380 360 44,000 340 $A millions 42,000Tonnes 320 40,000 300 38,000 280 36,000 Tonnes 260 $A millions 34,000 240 Linear (Tonnes) 32,000 220 Linear ($A millions) 30,000 200 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11
  • 8. Macadamia Health Research
  • 9. Macadamia Health ResearchVery limited number of studies < than 10, cf >100 for each almonds, walnuts, > 50 for pistachios and hazels.Supportive of the general nut health benefitsMacadamias have similar nutrient profiles to the other nutsInsufficient macadamia research on its own to be convincing for health regulators
  • 10. Macadamia Health Research What next ?Macadamias do not have the resources of almonds, walnuts or pistachios.Significant clinic research is expensive• ~ $100,000 to $ 200,000 ++ per study• Involve leading researchers• Target a novel aspect to gain publication in leading journals• Avoid snake oil• Do it properly or do not do it at all.
  • 11. Macadamia Health Research What next ?Do macadamias need to prove that our nut is better than your nut ?Can macadamias continue to ride on the general nut research ?Invest the funds in spreading the health message ?
  • 12. ENJOY Thank you