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Superfoods - What They Are, How to Market Them

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Mark Klingman
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Alternative Crop Production & Marketing: Superfoods Reza Rafie, Extension Specialist-Horticulture Chris Mullins, Extension Specialist-Greenhouse Theresa Nartea, Extension Specialist-Marketing & Agribusiness
Traditional Greenhouse
 
Super Foods ,[object Object],[object Object]
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 ,[object Object],[object Object],[object Object],[object Object],Super Pizza
Unique Vegetables Grown at Randolph Farm ,[object Object],[object Object],[object Object]
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 ,[object Object],[object Object],[object Object]
The Market ,[object Object],[object Object],[object Object],[object Object],[object Object],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
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
Food Value in Order of Importance ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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 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
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
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%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 ,[object Object],[object Object],[object Object],[object Object]
Photo Credit: http://thelegalbroadcastnetwork.squarespace.com/storage/superfood-heart.jpg?__SQUARESPACE_CACHEVERSION=1295894016740

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Superfoods - What They Are, How to Market Them

  • 1. Alternative Crop Production & Marketing: Superfoods Reza Rafie, Extension Specialist-Horticulture Chris Mullins, Extension Specialist-Greenhouse Theresa Nartea, Extension Specialist-Marketing & Agribusiness
  • 3.  
  • 4.
  • 5. Super Foods Vegetables Mushrooms Legumes Fruits Nuts and Oils Herbs and Spices Grains Meat, Seafood, and Dairy Foods
  • 7.
  • 8.
  • 13. VSU High Tunnel Experiment
  • 14. Photo Credit: https://ae0afba34b-custmedia.vresp.com/0d96dd114a/Braintree%20FM%20Email%20art.jpg
  • 15.
  • 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
  • 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
  • 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
  • 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
  • 23. Medical Related Diets Dairy-free Gluten-free Low Fat Low Sodium Soy Sugar Conscious Vegetarian Wheat-free
  • 25. Trend: Drinks Photo Credit: http://media.photobucket.com/image/bare%20naked%20superfood%20juice/Suzanne57/athome%25202008/aa-martini-3.jpg
  • 26. Trend: Supplements Photo Credit: http://iconicnutra.com, http://2.bp.blogspot.com/_aHVKbnZ-sGA/TSrSmEppjeI/AAAAAAAAADs/Q9fNsUC1Abc/s1600/superfoodRender.jpg
  • 27. Keep Simple Source: http://www.eatwell.gov.uk/
  • 28.
  • 29. Photo Credit: http://thelegalbroadcastnetwork.squarespace.com/storage/superfood-heart.jpg?__SQUARESPACE_CACHEVERSION=1295894016740