Super Foods - Rafie, Nartea, and Mullins

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Super Foods - Rafie, Nartea, and Mullins

  1. 1. Alternative Crop Production & Marketing: Superfoods <br />Reza Rafie, Extension Specialist-Horticulture<br />Chris Mullins, Extension Specialist-Greenhouse<br />Theresa Nartea, Extension Specialist-Marketing & Agribusiness<br />
  2. 2. Traditional Greenhouse<br />
  3. 3.
  4. 4. Super Foods<br />The Oxford English Dictionary defines it as “food considered especially nutritious or otherwise beneficial to health and well-being.” <br />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.<br />
  5. 5. Super Foods<br />Vegetables<br />Mushrooms<br />Legumes<br />Fruits<br />Nuts and Oils<br />Herbs and Spices<br />Grains<br />Meat, Seafood, and Dairy Foods<br />
  6. 6. Vegetables<br />
  7. 7. Unique Vegetables Grown at Randolph Farm <br />Bitter melon<br /><ul><li>This vegetable is highly appreciated and consumed by Asian and Indian consumers
  8. 8. High in vitamin C, folate, fiber, and potassium, good sources of vitamin K, thiamine, and zinc.
  9. 9. A 2006 report in Nutrition Review pointed to studies of its ability to reduce insulin resistance, which can lead to type 2 diabetes.</li></ul>Super Pizza <br />
  10. 10. Unique Vegetables Grown at Randolph Farm <br />Jicama (Yam Bean or Mexican Turnip) <br /><ul><li> The center origin of this vegetable tuber is Central America and Mexico – Greatly appreciate and consumed raw by Mexican and Asian consumers.
  11. 11. Low in calorie, high in vitamin C and fiber; good source of potassium.</li></li></ul><li>Berries<br />
  12. 12. Fruits<br />
  13. 13. Fruits<br />
  14. 14. Herbs and Spices<br />
  15. 15. VSU High Tunnel Experiment <br />
  16. 16. Understanding<br />The<br /> Market <br />Photo Credit: https://ae0afba34b-custmedia.vresp.com/0d96dd114a/Braintree%20FM%20Email%20art.jpg<br />Superfoods<br />
  17. 17. Learning Objectives<br />Superfoods<br /> Market Background<br /> Food Values Concept<br /> Market Trends to Watch<br />
  18. 18. The Market<br />Superfoods<br />$24.8 Billion (2006 Sales) to $38.8 B (2011 Projected Sales)<br />Up 56% Functional Foods & Drinks Sales last 5 years<br />Media driving Superfoods popularity<br />82% of European and 75% of US shoppers value & buy food for health maintenance<br />Halo Effect of “Superfood” Labels<br />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; MediaPostPublications. (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<br />
  19. 19. Food Values Concept<br />Demographic characteristics have little influence on people’s food values. Food is of value to all people independent of income, race, age, or education.<br />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 <br />
  20. 20. Food Value in Order of Importance<br />Safety<br />Nutrition<br />Taste<br />Price<br />Natural<br />Convenience<br />Appearance<br />Environmental Impact<br />Fairness<br />Tradition<br />Origin<br />Researchers conducted a random sample of 2,000 households in the spring of 2007<br />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 <br />
  21. 21. nutrition<br />Amount and type of fat, protein, vitamins, and other nutrients contained in food<br />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 <br />
  22. 22. Cosmetic Foods anti-aging<br />Healthy Hair<br />http://www.webmd.com<br />Dark Green Vegetables<br />Beans<br />Nuts<br />Poultry<br />Eggs<br />Whole Grains<br />Oysters<br />Low Fat Dairy<br />Carrots<br />Glowing Skin<br />http://www.webmd.com<br />Low Fat Dairy<br />Berries<br />Plums<br />Walnuts<br />Flax Seed<br />Olive Oil<br />Whole Grains<br />Turkey<br />Nuts<br />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<br />
  23. 23. Food Medicine: Nutraceuticals<br />Boosting <br />Immunity<br />http://online.prevention.com/flu_immunity/list/1.shtml<br />Yogurt<br />Oats<br />Barley<br />Garlic<br />Fish<br />Chicken<br />Tea<br />Beef<br />Sweet Potatoes<br />Mushrooms<br />Healthy Blood Pressure<br />http://www.mypyramid.gov<br />Sweet Potatoes<br />White Potatoes<br />Beans<br />Tomatoes<br />Beet Greens<br />Soybeans<br />Lima Beans<br />Winter Squash<br />Spinach<br />
  24. 24. Diet Plan<br />Superfoods<br />
  25. 25. Medical Related Diets<br />Dairy-free<br />Gluten-free<br />Low Fat<br />Low Sodium<br />Soy<br />Sugar Conscious<br />Vegetarian<br />Wheat-free<br />
  26. 26. Trend: Pet <br />Superfoods<br />
  27. 27. Trend: Drinks <br />Superfoods<br />Photo Credit: http://media.photobucket.com/image/bare%20naked%20superfood%20juice/Suzanne57/athome%25202008/aa-martini-3.jpg<br />
  28. 28. Trend: Supplements <br />Superfoods<br />Photo Credit: http://iconicnutra.com, http://2.bp.blogspot.com/_aHVKbnZ-sGA/TSrSmEppjeI/AAAAAAAAADs/Q9fNsUC1Abc/s1600/superfoodRender.jpg<br />
  29. 29. Keep Simple<br />Superfoods<br />Source: http://www.eatwell.gov.uk/<br />
  30. 30. Superfoods<br />Market Wrap Up<br />Growing Market Profitability<br />Nutrition Value drives Demand<br />Evaluate Product Marketing Strategy<br />Seek & Eat Unprocessed Superfoods<br />
  31. 31. Thank You for Your Time!<br />Photo Credit: http://thelegalbroadcastnetwork.squarespace.com/storage/superfood-heart.jpg?__SQUARESPACE_CACHEVERSION=1295894016740<br />

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