Selling Theresa J. Nartea Marketing & Agribusiness Extension Specialist Virginia State University-Petersburg, VA Successfully

Our Learning Objectives

• • Define Superfoods Market

• • Identify Superfoods Consumer

• • Understand Current Trends

• • Recommend Sales Strategies

Define Superfoods Market

a food that is considered to be very good for your health and that may even help some medical conditions Superfood definition Macmillan Publishers Limited. (2011). Retrieved from http://www.macmillandictionary.com/dictionary/american/superfood

• Media driving Superfoods popularity

• 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; 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

U. S. functional foods sales reached $37.4 Billion in 2009. 6 out of 10 consumers bought functional foods in 2009. Sloane, A. E. (2010). The top 10 functional foods trends. Food Technology.

Superfoods Sales Skyrocket Top U.S. Sales representing 21,000 individual U.S. retail stores LaRoche, J. (2011). Super foods. Retrieved from http://www.cnbc.com/id/43005831/Top_Selling_Superfoods_In_The_U_S USDA AMS. (2011). National fruit & vegetable retail report. Retrieved from http://www.ams.usda.gov/mnreports/fvwretail.pdf Superfood Category Average Weekly Sales (Retail) Avocado $17.7M Blueberries $15.6M Broccoli $10.6M Pineapples $4.1M Almonds $3.3M Mangoes $3.2M Papaya $1.1M Pomegranate $966,000 Kale $462,000

Identify Superfoods Consumer

Who is the Superfoods Consumer?

What Drives Superfoods Purchasing? Biltekoff, C. (2011). Consumer response: the paradoxes of food and health. Ann. N.Y. Acad. Sci., 1190. 174-178. doi:10.1111/j.1749-6632.2009.05268.x

Make Healthy Eating Easy! Photo Credit: http://www.healthyrevelations.com/blog/wp-content/uploads/2009/12/eating-healthy.jpg

Urala, N., Schultz, H., & Spinks, J. (2011). Consumer perceptions of functional foods in the United States. J. of Food Products Marketing, 17, 407-419. doi:10.1080/10454446.2011.583181

Understand Current Trends

Photo Credit: http://yankeegalscafe.com/wp-content/uploads/2011/03/out-sick.jpg

• Each Year, Healthier Diets Could Prevent Up To $71B :

• • Medical Costs

• • Lost Productivity

• • Disability

• • Premature Deaths

Frazao, E. (1999). Americas eating habits: Changes and consequences. Retrieved from http://www.ers.usda.gov/Publications/AIB750/

heart disease, cancer, stroke Frazao, E. (1999). Americas eating habits: Changes and consequences. Retrieved from http://www.ers.usda.gov/Publications/AIB750/

Processed Food Dependency Photo Credit: http://www.qcap.org/files/lunchtime%20at%20HS(1).jpg Balch, P. A. (2003). Prescription for dietary wellness. (Second ed.). New York, NY: Avery

Advertisers spent $7B on food marketing. Selling processed foods is a priority! Gallo, A. E. (1999). Food advertising in the US. Retrieved from http://www.ers.usda.gov/publications/aib750/aib750i.pdf Product Advertising % Prepared Convenience 23.5% Sugar Based Snacks 13.2% Cooking Products/Seasoning 10.3% Food Beverages 8.8% Soft Drinks 8.6% Dairy & Eggs 7.5% Meats & Fish 4.0% Produce 1.9% Bakery Goods 5.5% Processed Foods 64.4% Superfoods 18.9%

Photo Credit: http://0.tqn.com/d/healthinsurance/1/0/q/-/-/-/obesity_1.jpg Sloane, A. E. (2008, 2010). The top 10 functional foods trends. Food Technology.

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

Trend: Pet

Nyholm, C. B. (2007).European countries ban marketing of "Superfoods. Retrieved from http://www.associatedcontent.com/article/291732/european_countries_ban_marketing_of.html?cat=5

Recommend Sales Strategies

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

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

Sell Sloane, A. E. (2010). The top 10 functional foods trends. Food Technology. Retrieved from http://sloantrend.com/Documents/2010-04%20IFTFunctional%20Food%20Trends.pdf

Sell By Nutralite Health Insitute. (2010). Americas phytonutrient report: Heart health by color. Retrieved from http://thecoloringbook.opportunityzone.com/

Photo Credit: http://www.hometownseeds.com/images/Carrot%20Seeds,%20Purple%20Haze-Vegetable%20Seeds.jpg

Photo Credit: http://msnbcmedia1.msn.com/j/ap/whole%20foods%20health-818374907_v2.grid-6x2.jpg

Sell By

• 58% consumers buy for new/improved recipes

• 37% seek new flavor combinations

• 30% desire improved taste & flavor

• 18% want fresh taste & texture

Photo Credit: http://2.bp.blogspot.com/_d8R4n9H7fR0/TOVP9sWG1xI/AAAAAAAAAYc/Ns9KNRMn_lU/s1600/mom-eating-healthy.jpg Sloane, A. E. (2010). The top 10 functional foods trends. Food Technology. Retrieved from http://sloantrend.com/

Sell By Photo Credit:http://fastfood.ocregister.com/files/2010/02/extra-value-menus.jpg

Sell By

Sell By Photo Credit: http://www.choosemyplate.gov/

Sell with Photo Credits: http://www.ubbcentral.com/store/item/img-large/old-vintage-tin-sign-drink-milk-farm-dairy-original_260813538901.jpg http://greenrightnow.com/wp-content/uploads/2007/09/tomatoes-with-signs.jpg, dianejulia.com/WholeFoods.html Eat Your Vitamins! Rich in Vitamin C! Keep Simple!

Sell with

• Get Mapped at Google.com

• Get on YellowPages.com

• List on Local Harvest.org

• List on Virginia Grown

• List on Virginia Tourism

• Brochure (focus health)

• Biz Cards

• Call the Newspaper (Food/Living Columnist)

What We Learned

• Superfoods (SF) Market Booming

• Consumer SF Education Vital

• Current Trends Promote SF Sales

• Emphasize SF to Sell More

Photo Credit: http://www.zerofrictionfatlossx.net/images/eating.jpg Start Selling Superfoods! Theresa J. Nartea Marketing & Agribusiness Extension Specialist, Virginia State University Petersburg, VA 804-524-5491 [email_address] Be Healthy & Thank You for Listening!