Stay healthy and Happy with these 12 super fruits

It should be noted that, like any new ingredients, reputable companies would not bring new items to market without thoroughly examining its health and market potential. Levin explains what NOW Foods does before bringing something new to market: “It takes NOW Foods several months to move from product concept to finished product. This extensive process ensures that we are careful to assess the sales potential before introducing a new product. It also raises the bar for introducing any product, due to the internal costs involved in this process. NOW has a new products committee that consists of our R&D, marketing and sales managers, myself and two other company nutritionists, a retailer (though several of us have extensive retail experience) and an M.D. We assess the market and the science behind supplier claims. We poll retailers and look at sales reports and competitive products already on the market.” Retailers, too, should be able to distinguish between a true up-and-coming superfruit staple and one that will be gone tomorrow. Doing so involves evaluating whether it delivers a true and meaningful benefit to the consumers. Says Kirsten Van Sickle, director of marketing at Zola Brazilian Superfruits, “The consumer will see through hype, and a fad will die; if it delivers a meaningful benefit, the consumer may choose to adopt it as part of their daily food and drink repertoire.” Sometimes, this task means delving into the relevant research on a new superfruit. “There have been a couple of ‘superfruits’ in the past that have been marketed directly to the consumer with claims of being effective for almost everything under the sun. Noni and açaí do have scientific merit as sound antioxidants, but unscrupulous marketers have blown them way out of proportion,” says Mosca of PNI, noting that his company supports retailers trying to separate fact from fiction with new research behind its superfruits. Adds Noah Herron, marketing coordinator for Verdure Sciences, Noblesville, IN, “Research will help show the history of the fruit, possible health benefits and studies that have been performed. Using this information and predicting the future needs of consumers can help identify possible superfruits that are here to stay.” Bruno agrees, stressing the point that anecdotal information isn’t enough to support benefits. “It’s fine to say that some superfruit has been used by some indigenous societies for generations, but let’s be fair. We could say the same thing about our consumption of apples or oranges. The real question is what are the benefits of the superfruit beyond providing a source of some basic vitamins and/or minerals?” As previously mentioned, companies evaluating whether to formulate a new superfruit often study the ORAC value as well as any supporting literature that assesses the health value of a particular ingredient. “We suggest that retailers take a similar approach and request literature from their dietary supplement companies that explains what research has been conducted on their superfood products,” says Bruno.Stores can also participate in educational programs about superfruits, such as those offered by Pomology/ Bullwater Health & Fitness. According to Herman, “The growing body of research will separate certain superfruits from trends that do not have science behind them. Through our trainings and store support, we help retailers convey the research related to the various superfruits optimized in our condition-specific formulations.” WF References 1.   H. Matsumoto, et al., “Delphinidin-3-Rutinoside Relaxes the Bovine Ciliary Smooth Muscle through Activation of ETB Receptor and NO/cGMP Pathway,” J. Exp. Eye Res. 80, 313–322 (2005). 2.   H. Matsumoto, et al., “Stimulatory Effect of Cyanidin 3-Glycosides on the Regeneration of Rhodopsin,” J. Agri. Food Chem.51 (12), 3560–3563 (2003). 3.   H. Nakaishi, et al., “Effects of Black Currant Anthocyanoside Intake on Dark Adaptation and VDT Work-Induced Transient Refractive Alteration in Healthy Humans,” Alt. Med. Rev. 5 (6), 553–562 (2000). Published in WholeFoods Magazine, August 2009