Superfruits are the product of a strategy, not something you find growing on a tree.
Superfruits are revolutionising the way consumers relate to fruit and fruit-based products. And yet just a handful of fruits have crossed over from commodity status to superfruit stardom. This book provides a checklist for superfruit success. ...
 Superfruit: new book defines strategy for superfruit success Publication date: June 2008
Superfruits are the product of a strategy, not something you find growing on a tree.
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:
“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. “Readers of the book will be inspired when they see the possibilities for joining and expanding the superfruit market. They see the trend. They know about the push towards health ingredients. Now we hope they will see how they can be a part of it, ” says co-author Karl Crawford.
Contents
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Successful Superfruit Strategy – How to build a superfruit business 268 pages, 35 charts and tables, 271 colour illustrations, 12 detailed case studies, all illustrated with supermarket sales data and all based on interviews with senior executives at the companies concerned. ISBN 978.1.906297.11.1 Publication Date June 2008! E-books can be ordered here
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Available in PDF ONLY at a discounted price of – £160 / $295 / €200 / A$345 /NZ$395 / Y33,000 /C$295 Ordering is easy:
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