Issue link: http://read.dmtmag.com/i/31248
The functional side OF CHERRIES The majority of retailers focus on health and nutrition in their advertising efforts. by Melissa Hansen term commitment to help discover the health benefits of sweet cherries. There’s been a growing shift at the retail level to focus on the health T Sweet cherry promoters would like to be able to say “a bowl of cherries a day will keep cancer away,” but more research is needed before such claims can be made. and nutritional aspects of food, says James Michael, promotion director for the Washington State Fruit Commission and Northwest Cherry Grow- ers. “We see this in the ads that are run by retailers and in-store materials that tout the healthfulness of foods, and in the content of stories written by consumer and food media.” He routinely fields calls from retailers, dieticians, foodservice, and media, asking about the health benefits of sweet cherries. According to statistics shared by Michael, 78 percent of U.S. retailers are focusing on health and nutrition of foods in their advertising efforts. “An increasing part of our domestic promotion program is to drive the in-store promotion of cherries,” he said. “We don’t want to be just another fresh fruit, but one that’s healthy and has a functional aspect.” He notes that consumer interest in the functionality of James Michael wants sweet cherries to be known for their functionality. foods is beginning to drive consumer purchases, particu- larly at a time when consumers want to get the most value for their money. “We want to strengthen our soapbox,” Michael said, but adds that solid, credible research is needed to do so. For example, preliminary research suggests that a nat- ural compound in Bing cherries might help people who suffer from arthritic inflammation, gout, and because of the fruit’s high anthocyanin levels, cherries may have a role in preventing prostate cancer, the leading cancer in men in the United States. But to be able to use such infor- mation in promotional material, more definitive research is needed. The tart cherry industry has funded several studies on health research and is incorporating scientific evidence in much of its promotional efforts. The Cherry Marketing Institute, representing tart cherry producers, has touted tart cherries as the “Super Fruit” due to the fruit’s high levels of antioxidants, nutrients like beta carotene, mela- tonin, and anti-inflammatory and heart health benefits. Many of the same compounds are found in sweet cherries. In the future, some of the tart cherry studies may be replicated on sweet cherries to learn if the same health benefits also are found in sweet cherries. Research projects for 2011 A scientific advisory board, formed by the Washington State Fruit Commission and California Cherry Advisory Board in 2008, has been developing a comprehensive research strategy and guiding the research efforts of the two industry groups. Members of the scientific board include Drs. Darshan Kelley, U.S. Department of Agricul- ture’s Western Human Nutrition Research Center, Davis, California; Cynthia Thomson, University of Arizona; Cheryl Rock, University of California, San Diego; and Andrew Breksa, USDA’s Western Regional Research Center, Albany, California. 22 MAY 15, 2011 GOOD FRUIT GROWER www.goodfruit.com he Pacific Northwest and California cherry industries are build- ing on past health studies to develop credible research that can be used to promote the healthy side of sweet cherries. North- west Cherry Growers will spend about $100,000 in the 2011-2012 budget on health research, consistent with its ongoing, long- Northwest cherry growers