Transcript of Super Foods: Camu Camu in Peru

Transcript of SUPER FOODS: Camu Camu in Peru

SUPER FOODS: Camu Camu in Peru

What is a super food?

Super foods improve life expectancy and comabt obesity.

Part of the function food market - has physiological benefits and reduce the risk of disease beyond basic nutritional functions

Eg. Acai berry, chia seeds, goji berries

The functional food market

Leading markets - Japan then the US

Outpacing function food market by 4% a year

Suffers from a high rate of product failure for newcomers

More than 80% of product launches fail due to poor marketing, consumer and trade education

What is camu camu?

A. A root that grows in the Amazon that allows rapid weight loss

B. A fish found in the Pacfic Ocean that provides 4 times more omega 3 than regular fish

C. A shrub that produces 30 times more vitamin C than an orange

D. A rare bug that gives you immortality

The correct answer is:

C

Camu camu is...

A shrub that grows in the Amazon and

produces up to 200mg of natural vitamin

C and has anti-inflammatory properties.

Its used as a dietary supplement and in

functional beverages.

Question 1:

If no immediate change regarding the Novel Food Regulation (EU) is forseen what could be an alternate use of camu camu?

What is the Novel Food regulation (EU)?

Regulation EC258/97: 'Food and food ingredients that have not been used for human consumption to a significant degree in the EU before 15 May 1997 are "novel foods" and "novel food ingredients".

This covers all exoitc foods from countries with a rich biodiversity aka Peru.

What does this mean?

Need to go through lengthy and expensive pre-market approvals

Camu camu is only permitted for food supplements (Unsafe Food, 2010)

Acts as an unintentional trade barrier, affecting supply chain development and poverty alleviation in developing nations (Hermann 2009)

Camu camu as a food supplement

Greater competition due to limited product use

Differentiate

Brand management (Farquhar 1989)

Brand equity (Jones 1986)

The dietary supplement market

Worth $50 billion in 2014, set to increase 4% annually

Top spenders based on household consuption - Singapore, Hong Kong, Norway

Leading firms - Amway, NBTY, Pifzer (Harrison-Dunn 2014)

2. What brand strategy is Navitas following to adapt camu camu to the US market?

What is a brand strategy?

Brand position

Brand name

Brand sponsorship

Brand development

(Armstrong, Kotler, He 2000)

Navitas' brand position

Providing organic super foods that increase energy and enhance health