Giving us what we want
26 Jul
In his book, “Mindless Eating: Why We Eat More Than We Think,” author Brian Wansink makes an important point when he reminds us that fast food restaurants and packaged food manufacturers don’t sell calorie-laden, high-sodium, super-processed foods to deliberately make us fat or unhealthy. They do it because those items are what sell. If the public shows that it wants healthier foods, they’ll start making and selling them.
A discussion that took place at the 2010 Institute of Food Technologists (IFT) Annual Meeting and Food Expo recently backs up his premise. Consumer demand for foods with health and wellness benefits has increased in recent years and the food industry is sitting up and taking notice.
At the Expo, Suzy Badaracco, a registered dietitian and president of Culinary Tides, Inc. (a company that tracks food trends) pointed to a growing body of research that supports the health benefits of a wide range of ingredients from all over the world. She named several “rock star” ingredients from around the globe, such as kefir from Russia, adzuki beans from Japan and black currant from the European Union, among many others.
Carlos Barroso, president and founder of another food industry consulting firm, explained that timing is right for such products, given the ongoing demand for “authentic” foods. Already, probiotic-enriched foods that have been popular overseas for years are a hit in this country. “It’s not a European phenomenon anymore — it’s already a multimillion dollar business here,” he said, adding that traditional incentives like marketplace success are as important as ever. “You can certainly make money from importing health and wellness trends from outside the U.S.”
Barroso says the next step is to use food as a way to deliver health properties. He cited a dietary supplement called triphala, made with a natural extract of three fruits. “Why put it into a pill? What about a natural triphala fruit snack?”
Expo speaker Kara Nielsen, a “trendologist” at the Center for Culinary Development in San Francisco, said that food product developers here can easily and successfully incorporate such medicinal ingredients into food products that already have a certain cultural flair: using the Indian spice turmeric, shown to have healthful properties, in Indian-style simmer sauces, for example. “And don’t ignore common wisdom built on folk remedies — like enhanced chicken soup or extra cinnamon in baked goods,” she added.
Eventually, the food industry may go a step further and stop thinking of food as “medicine” to treat specific conditions and just focus on helping the body achieve the highest possible level of natural wellness (just as chiropractic does). But for now, at least they’re moving in the right direction!



“Karate is tailor-made for the movies. It’s exciting to watch, and involves personal and spiritual components that make great story-telling devices,” he explains. Illar, in pre-production for “Sidekicks II,” is witnessing firsthand the resurgence of martial arts from his Louisiana Dojo. “Plus, it doesn’t need to have winners and losers like Western sporting activities do; and the character building aspect for young people is key. At their heart, martial arts are about discipline and humility. The best part is that anyone can do it and excel. There’s a reason they’ve been around for centuries.”






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