Natural Products Insider

SEP-OCT 2018

INSIDER is the leading information source for marketers, manufacturers and formulators of dietary supplements, healthy foods and cosmeceuticals. Since 1997, INSIDER has been serving the needs of the global nutrition industry.

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30 INSIDER September/October 2018 consumer needs and making sure product labels call out desirable attributes. Doing this may not only improve trust, but also boost the bottom line. Products labeled "free of additives and artifi cial ingredients" grew 8 percent in 2017, while "all natural" grew 7.8 percent and "nothing artifi cial" grew 3.6 percent compared to the previous year, according to Nielsen. Transparency involves everyone who touches food production, sales and marketing. Manufacturers are busy reformulating their products to meet consumer demand for fewer artifi cial ingredients and simple ingredients. Those involved in food marketing are using front-of-package claims like "natural" and "organic" more often. Grocery stores are adding their own callouts on store shelves to clearly identify "gluten free," "local" and other attributes that may infl uence purchasing decisions. They are also hiring dietitians to help consumers navigate the grocery store and make educated choices that fi t their health needs. Spence recommended ingredient suppliers provide detailed information on production or growing practices to ensure the consumer has the information needed to make an informed decision. Cargill did this during the 2017 Thanksgiving season. "With their smartphones in hand, consumers could simply text or enter an on-package code on the Honeysuckle White brand website to access a farm's location by state and county, view the family farm story, see photos and read a message from the farmer," said Hannah Ficks, sustainability and marketing associate, Cargill. Aldridge suggested eco-friendly certifi cations to enhance transparency. These may include Fair Trade, Non- GMO (genetically modifi ed organism) Project Verifi ed, Marine Stewardship Council (MSC) and USDA Organic. "The important thing to note is that the industry as a whole is shifting to become more transparent," Ficks stated. Social Responsibility Commitment to social causes can sway purchasing decisions in 43 percent of consumers, Nielsen's 2015 sustainability report indicated. Companies can support like-minded corporations or the population at large. Coffi eld suggested consumers consider whether companies or brands report on CSR on a regular basis, as this underscores their dedication to giving back. Clif Bar & Co. encourages employees to volunteer on company-paid work time. The company donates time, funds and Clif ® products through its CLIF CORPS program. Clif also supports grassroots groups who advocate for pedestrian- and bike-friendly communities, restore watersheds, expand urban forests, investigate the impact of environmental toxins, tackle the root causes of climate change and more. Cabot Cooperative Creamery also donates employee time and company proceeds through its Cabot Corp. Foundation Inc. It has funded projects focused on education and literacy, science, technology, engineering, mathematics, environmental preservation, and community and civic needs. Fair Trade Certifi ed™ coffee producer Mayorga Organics hopes to help eliminate systemic poverty in Latin America through sales of artisanal organic products (primarily coffee). The company routinely visits its farmers and supports better ways to fi nance the supply chain and ship products to streamline business while minimizing the cost of production to benefi t both the environment and health of farmers. At Advance International, giving back means fi ghting malnutrition. The company plans to start its Kilos for Kids nonprofi t with the start of production. Kilos for Kids will provide a kilo of protein powder to malnourished kids with every kilo bought. Consumers want to know where their products come from, how they are produced, and why they should trust the brand and choose the product. The more clearly this information is communicated, the greater the likelihood of brand loyalty. The good food movement is bigger than producing food in ways that benefi t the people and protect the earth. It is a movement grounded in doing what's right and clearly communicating how a company can support the global community. Balancing the environment, economic gain and social responsibility is a tough task, but one that is rewarded with a loyal following. Marie Spano, MS, RD, CSCS, CSSD, i s a sports dietitian, food industry consultant and freelance writer who covers everything from functional ingredients to the latest research on dietary fats. Spano has appeared on CNN, Fox, ABC, NBC and other network affi liates throughout the nation, and is currently working on a nutrition textbook. Food & Beverage: Good Food Movement Consumers want to know where their products come from, how they are produced, and why they should trust the brand and choose the product.

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