To consumers they mean health, taste and convenience, and to food companies they mean big business. Superfruits are revolutionising the way consumers relate to fruit and fruit-based products and they're growing their market fast - from 40%-100% every year. And yet just a handful of fruits have crossed over from commodity status to superfruit stardom. This book provides a checklist for superfruit success that is written as a practical "how-to" guide for: food and beverage marketers, R&D managers, Fruit growers, processors and marketers, ingredient manufacturers. Successful superfruit strategy: How to build a superfruit business is the answer for every fruit industry professional who has ever wondered how to boost fruit consumption or how to use fruit to target the wellness foods trend. In the book, Crawford and Mellentin offer six defining characteristics for a superfruit. These "Six elements for superfruit success" cover aspects as diverse as fruit quality, science, marketing, IP protection and the broader consumer environment. The concepts and processes around each element are relatively straightforward, but when combined these criteria are enough to allow a fruit to achieve 'critical mass' as a superfruit. Crawford and Mellentin examine superfruit strategies for beverages, fresh fruit and ingredient sectors and take a closer look at current and would-be superfruits through a number of detailed case studies. Superfruit are an established phenomenon. They are not a short-term trend that will die away. They are a fundamental part of strategy for beverages, fresh fruit and fruit ingredients.
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Karl Crawford is Business Leader for Health and Food at New Zealand's world-renowned fruit science company HortResearch. Julian Mellentin has spent many years as a food industry analyst and consultant, and is also editor of New Nutrition Business Journal.
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