The phenomenon of superfoods took centre stage during a presentation at Leatherhead Food International’s (LFI) open day, held in Surrey on May 16.
Entitled ‘Fact or Fallacy’, the presentation addressed the burning issue surrounding the power of superfoods, which are a success story as far as the fresh produce industry is concerned, and have added a new dimension to sales. One category that has really benefited has been berries - blueberries in particular - and the phenomenon has also created a new identity for niche lines like pomegranates.
Several supermarkets now flag up the benefits of superfoods to their customers, and there is already a library of cookery books available on the topic. Meanwhile, the food industry as a whole has not been far behind, extolling the benefits of superfoods and creating a range of themed products, including everything from smoothies, energy snacking confectionery and meal solutions. The latest fruit products to fall under the heading are acai, mangosteens, and goji berries.
But definitions have become blurred. The message is now spreading away from fruit, with the addition of products like salmon, tea, and soya to the category. Perhaps what is most extraordinary is that to date there is no official definition of the term, coined in 1990, although it is largely accepted that it refers to products which, to quote dieticians, are “antioxidant dense”. These are known to be beneficial - but this is as far as any claim can go.
Most of the day’s speakers lauded the necessity for fresh produce in the diet. The combination of greater consumer interest in healthy eating and government policy marks a clear direction for greengrocers, if only they had the marketing muscle, speakers said, but at the least the 5 A DAY message was still going strong.
However, the time is approaching where decisions will have to be taken, revealed Kath Veal, who is responsible for watching the regulatory scene at LFI. An EC regulation covering both nutrition and health claims becomes effective on July 1, with a phased implementation plan.
But, said Veal, hard facts are limited. Only time will tell if superfoods become as embedded in the public consciousness as well-worn phrases like an apple a day, or the concept that carrots help you see in the dark.
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