Superfoods power up

Scientists caution there is no scientific proof that exists to substantiate many of the marketed claims for these crops and all healthy foods should be eaten in balance.

Superfoods have hit a homerun the last few years with seriously super marketing. With Americans suffering from obesity and weight-related issues in record numbers, the health and wellness movement is a powerful tool for marketing fresh produce. Consumers are seeking out foods with added health benefits and seem quick to respond to marketing. The explosion of farmer’s markets and backyard gardens also speaks to the popularity of fresh produce.

One vegetable that completely embodies the definition of a well-marketed superfood is kale. Kale’s massive popularity has even resulted in recent supply shortages, with some key suppliers completely running out of seed last year. Kale’s success has proven the power of strategic marketing that targets the consumer’s pain point.

While the term “superfood” has no particular scientific meaning, foods given this moniker are generally considered to be plant-based and nutritionally dense. They are often foods with strong natural pigments and these chemicals often have antioxidant properties. But superfood is a marketing term, not a scientific one, meaning it can be applied to foods that may not be as nutritious. In fact, the European Union prohibits use of the term to promote foods unless there is scientific research provided to back up the claim. Often, studies that claim certain foods are the answer to certain health problems are based on small study groups or animal trials.

One the most successful superfood marketing campaigns revolves around what some call the most important superfood right now: blueberries. Currently the fruit is marketed as a superfood that can help prevent cancer, fight memory loss, Alzheimer's and other issues.

While blueberries deliver Vitamin C and certain antioxidant phytonutrients and do seem to lower blood pressure, there is no scientific research that proves these compounds in blueberries actually help prevent or fight cancer, Alzheimer's or any other disease.

Compare kale and blueberries side-by-side and you’ll find blueberries severely lacking in the nutrition department. Most of a blueberry’s calories come from sugar. Even so, you’ll find hundreds of articles online encouraging you to add the superfood to your daily diet.

Despite the fact there is still a lot of research needed to firm up the disease-preventing benefits of blueberries, there are real blueberry health benefits targeted in the official marketing campaign. According to Mark Villata, executive director of The U.S. Highbush Blueberry Council, “American consumers know they need to make healthier food choices, but they keep tripping up when it comes to sticking with those decisions. One way we can help bridge that gap is by reminding people that little changes can set the stage for a healthier way of living in the long run.” A key focus of the Council’s 2015 marketing will revolve around the notion that adding blueberries to your diet is a “little change that can lead to big rewards.” For example, by using blueberries to sweeten your cereal you can cut down on refined sugar and calorie consumption. Blueberries’ low-calorie, high-fiber content makes them a natural alternative to processed foods.

Fine-tuning such targeted and tangible benefits of your produce is key to developing a solid and honest “superfood campaign.”
 

What’s new?

A few years ago, superfood marketing focused on exotic and mysterious fruits like açaí and goji berries. Recent trends have refocused on more humble veggies. Here are a few, specific 'new' kids on the superfood block for 2015.
 

Grain reigns

Keep an eye out for new, or rather ancient, grains that may overshadow quinoa as the superfood grain of choice. Amaranth, kaniwa and teff are growing in popularity for their high protein content. They’re also gluten-free, another trend that doesn’t seem to be slowing down. Black rice is also becoming more popular due to claims that it contains high levels of antioxidants. Sure enough, I just spotted a “dream bowl” recipe in Bon appetit magazine that features black rice. I’d say that means this grain has officially arrived.
 

A sour taste

Fermentation, a food preparation method, is the best new thing when it comes to digestive health. Fermented foods deliver nutrients contained in veggies and a solid dose of probiotics that help with digestion and boost immune systems. There’s no doubt that consumers are focused on probiotics themselves as a superfood. By combining superfood veggies with probiotics through fermentation, you get the best of both worlds. Young consumers are latching on to fermentation in a big way.
 

Not your mother’s broccoli

Big brother broccoli has been riding the crest of the cruciferous superfood wave for some time. Its siblings are starting to garner a bit more of the spotlight. Consumers are coming around to the benefits of Brussels sprouts, which are marketed as cancer deterrents and tumor growth suppressors.

Cauliflower is being promoted for its phytochemicals which help reduce excess levels of estrogen in the body. For those looking to replace carbs like potatoes, there are recipes for cauliflower mash popping up all over the internet. If you’re looking for the superfood veggie that will overtake kale in popularity, it’s probably going to be cauliflower.
 

Sprouts are back

Sprouts, specifically alfalfa and broccoli sprouts, have seen waves of popularity. These days, sprouts are taking a variety of different forms. Sprouting seeds of many different vegetables, certain legumes, grasses, herbs and more are becoming popular. Sprouts can be a good low-calorie source for a number of vitamins, minerals and fiber. While many sprouts actually have a lower nutrient content than their mature counterparts, they often pack a bigger nutritional punch. What you also get with sprouts, specifically broccoli sprouts, are cancer-fighting phytochemicals. If you grow any superfoods, be sure you’re marketing their unique health benefits.

While focused branding and marketing of produce is becoming more important, it still needs to be truthful. Transparency is crucial in modern day marketing. Whether you’re branding towels or produce, customers expect you to be open and honest about your product.

Leslie (CPH) owns Halleck Horticultural, LLC, through which she provides horticultural consulting, digital content marketing, branding design, advertising and social media support for green industry companies.
www.lesliehalleck.com