Successful superfruit strategy

How to build a superfruit business
Erscheinungsjahr 2008
ISBN: 978-1-84569-540-8
Verlag: Gresham Books, Abington

Buch, Englisch, 268 Seiten

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. 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 superfruit success, covering aspects as diverse as fruit quality, science, marketing, IP protection and the broader consumer environment. Detailed case studies of current and would-be superfruits then complete the volume.

Autoren/Hrsg.

Crawford, K

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Fertigungsindustrie Lebensmittelindustrie, Nahrungsmittelindustrie
• Technische Wissenschaften Verfahrenstechnik | Chemieingenieurwesen | Biotechnologie Lebensmitteltechnologie und Getränketechnologie

Inhaltsverzeichnis

Part 1 Strategies in superfruit: Fruit: the future of food and health; The Six Elements of Superfruit Success; Superfruit market strategy; Beverage strategy; Fresh fruit strategy; Ingredient strategy. Part 2 Case studies: Superfruits and would-be superfruits: Introduction; Cranberry; Pomegranate; Blueberry; Bilberry; Mangosteen; Goji; Açaí; Plum; New Zealand blackcurrant; Gold Kiwi; Watermelon; Cherries.

Über Autor(innen)

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.