Alternative Crop Production & Marketing:  Superfoods  Reza Rafie, Extension Specialist-Horticulture Chris Mullins, Extensi...
Traditional Greenhouse
 
Super Foods <ul><li>The  Oxford English Dictionary  defines it as “food considered especially nutritious or otherwise bene...
Super Foods Vegetables Mushrooms Legumes Fruits Nuts and Oils Herbs and Spices Grains Meat, Seafood, and Dairy Foods
Vegetables
Unique Vegetables Grown at Randolph Farm  <ul><li>Bitter melon </li></ul><ul><li>This vegetable is highly appreciated and ...
Unique Vegetables Grown at Randolph Farm  <ul><li>Jicama (Yam Bean or Mexican Turnip)  </li></ul><ul><li>The center origin...
Berries
Fruits
Fruits
Herbs and Spices
VSU High Tunnel Experiment
Photo Credit:  https://ae0afba34b-custmedia.vresp.com/0d96dd114a/Braintree%20FM%20Email%20art.jpg
Learning Objectives <ul><li>Market Background </li></ul><ul><li>Food Values Concept </li></ul><ul><li>Market Trends to Wat...
The  Market <ul><li>$24.8 Billion  (2006 Sales)  to $38.8 B  (2011 Projected Sales) </li></ul><ul><li>Up 56% Functional Fo...
Food Values Concept Demographic characteristics have little influence on people’s food values.  Food is of value to all pe...
Food Value in Order of Importance <ul><li>Safety </li></ul><ul><li>Nutrition </li></ul><ul><li>Taste </li></ul><ul><li>Pri...
nutrition Amount and type of fat, protein, vitamins, and other nutrients contained in food Lusk, J. L., & Briggeman, B. C....
Cosmetic Foods  anti-aging Healthy Hair http://www.webmd.com Dark Green Vegetables Beans Nuts Poultry Eggs Whole Grains Oy...
Food Medicine:  Nutraceuticals Boosting  Immunity http://online.prevention.com/flu_immunity/list/1.shtml Yogurt Oats Barle...
Diet Plan
Medical Related Diets Dairy-free Gluten-free Low Fat Low Sodium Soy Sugar Conscious Vegetarian Wheat-free
Trend:  Pet
Trend:  Drinks  Photo Credit:  http://media.photobucket.com/image/bare%20naked%20superfood%20juice/Suzanne57/athome%252020...
Trend:  Supplements  Photo Credit:  http://iconicnutra.com, http://2.bp.blogspot.com/_aHVKbnZ-sGA/TSrSmEppjeI/AAAAAAAAADs/...
Keep  Simple Source:  http://www.eatwell.gov.uk/
Market Wrap Up <ul><li>Growing Market Profitability </li></ul><ul><li>Nutrition Value drives Demand </li></ul><ul><li>Eval...
Photo Credit:  http://thelegalbroadcastnetwork.squarespace.com/storage/superfood-heart.jpg?__SQUARESPACE_CACHEVERSION=1295...
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Superfoods - What They Are, How to Market Them

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Superfoods - What They Are, How to Market Them

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

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