This document discusses superfoods and their growing market. It defines superfoods as nutrient-dense foods that provide significant levels of vitamins, minerals, and other nutrients with relatively few calories. Some examples highlighted include vegetables like bitter melon and jicama, fruits, berries, herbs, spices, mushrooms, legumes, nuts, oils, and grains. The market for superfoods and functional foods has grown significantly in recent years. Nutrition and health are increasingly important values for many consumers. The document also explores some market trends around superfood drinks, supplements, medical diets, and pet foods.

1. Alternative Crop Production & Marketing: Superfoods Reza Rafie, Extension Specialist-Horticulture Chris Mullins, Extension Specialist-Greenhouse Theresa Nartea, Extension Specialist-Marketing & Agribusiness

2. Traditional Greenhouse

4. 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.

5. Super Foods Vegetables Mushrooms Legumes Fruits Nuts and Oils Herbs and Spices Grains Meat, Seafood, and Dairy Foods

6. Vegetables

8. High in vitamin C, folate, fiber, and potassium, good sources of vitamin K, thiamine, and zinc.

9. 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

12. Fruits

13. Fruits

14. Herbs and Spices

15. VSU High Tunnel Experiment

16. Understanding The Market Photo Credit: https://ae0afba34b-custmedia.vresp.com/0d96dd114a/Braintree%20FM%20Email%20art.jpg Superfoods

17. Learning Objectives Superfoods Market Background Food Values Concept Market Trends to Watch

18. The Market Superfoods $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 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

19. 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

20. Food Value in Order of Importance Safety Nutrition Taste Price Natural Convenience Appearance Environmental Impact Fairness Tradition Origin Researchers conducted a random sample of 2,000 households in the spring of 2007 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

21. 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

22. 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

23. 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

24. Diet Plan Superfoods

25. Medical Related Diets Dairy-free Gluten-free Low Fat Low Sodium Soy Sugar Conscious Vegetarian Wheat-free

26. Trend: Pet Superfoods

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

28. Trend: Supplements Superfoods Photo Credit: http://iconicnutra.com, http://2.bp.blogspot.com/_aHVKbnZ-sGA/TSrSmEppjeI/AAAAAAAAADs/Q9fNsUC1Abc/s1600/superfoodRender.jpg

29. Keep Simple Superfoods Source: http://www.eatwell.gov.uk/

30. Superfoods Market Wrap Up Growing Market Profitability Nutrition Value drives Demand Evaluate Product Marketing Strategy Seek & Eat Unprocessed Superfoods

31. Thank You for Your Time! Photo Credit: http://thelegalbroadcastnetwork.squarespace.com/storage/superfood-heart.jpg?__SQUARESPACE_CACHEVERSION=1295894016740