selling superfoods successfully

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  • 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
  • Ph