What exactly is meant by “superfruit”? Is a fruit “super” because it is packed with nutrients? Is this a scientific fact? Or is “super” only a promotional catch-phrase used to increase sales?
The term “superfruit” has gained significant attention and is used extensively to promote the health benefits of less popular fruits, such as pomegranates, cranberries and açaí berries. The term “super” refers to the level of antioxidants, as measured by the oxygen radical absorbance capacity (ORAC). Hence, at what ORAC level can a fruit be considered “super”? And what about fruits like passionfruit, papaya, avocado, pineapple, and dragonfruit which are laden with fibres and phytochemicals that are beneficial to health and well-being? Are they not “super”, too?
While most people associate superfruit with properties that benefit human health, scientists and nutritionists have differing points of view on the use of the term. Some claim that there is no scientifically objective assessment of some fruit being nutritionally more “super” than others as fruit is generally packed with different nutritious components.
Similarly, there is no definitive list of superfruit, and new fruit is regularly put forward as being “super”. While the term “superfruit” could promote the lesser known tropical fruit, it might impact negatively on the consumption of more established tropical fruit, particularly in an increasingly crowded and competitive international fruit market. In addition, the biodiversity of fruit is attracting attention, as the nutrients and bioactive non-nutrients within species can vary dramatically.
Several cooperatives, associations and companies that produce and market so called “superfruit” have developed an effective marketing strategy and have benefited significantly from the “superfruit” campaign. So, does this mean that the term “superfruit” is a marketing gimmick and is all about branding strategy?
Cognizant of the arguments regarding the definition of superfruit, the Food and Agricultural Organization of the United Nations, the International Tropical Fruits Network (TFNet) and the Ministry of Agriculture and Rural Development (MARD) of Vietnam is organizing an International Symposium on “Superfruits”: Truth or Myth? The Symposium will take place in Ho Chi Minh City, Vietnam, on 1-3 July 2013. Experts will discuss the definition of superfruit with regard to nutritional and agronomic properties and characteristics, while proponents or skeptics will exchange views on the actual classification of superfruit. In addition, issues regarding the integration of smallholders in the tropical fruit value chain to enhance market access will also be addressed.
OBJECTIVES
The objectives of this symposium are to:
- Define what superfruits are, according to the criteria set by experts – fresh fruits, processed or parts of fruits and plants, and potential tropical superfruits;
- Present the latest scientific findings on the properties of already recognised superfruits and potential ones;
- Assess the marketing opportunities for tropical superfruits;
- Share information on market development, production and demand analyses and value chain analyses of tropical fruits; and
- Discuss strategies in the promotion and branding of tropical superfruits.
PRESENTATION TOPICS
The organisers welcome oral and poster presenters to submit abstracts related to the following topics:
1. Scientific evidence for nutritional characteristics of potential superfruits
- Anti- oxidant capacity
- Anti- aging and vitality
- Anti- inflammatory effects
- Cardiovascular benefits
- Nutrigenomics and metabolomics
- Health and mental well- being claims
2. Agronomic practices for potential tropical superfruits
- Fruit quality and safety attributes
- Post- harvest management,
- Pest and diseases management,
- Crop physiology,
- Plant and soil nutrition
- Others
3. Market developments and business
- Value chain analysis
- Production and demand analyses
- Market development
- Small holder integration into the value chain
- Market access
- Promotion and Branding
ABSTRACT SUBMISSION
Presenters are requested to submit an abstract of not more than 300 words (Arial font size 11, single spacing). Paper title, authors’ names, addresses and emails should be on top of the page.
Posters should be of the A1 size (508 mm X 762 mm)
Please send abstracts on or before 1 May 2013 to:
Email: margarita.brattlof@FAO.org
Kindly send a copy to: webmaster@itfnet.org
TARGET PARTICIPANTS
- Agribusiness entrepreneurs
- Research Officers
- Policy makers
- Fruit Producers and Traders
- Extension Agents
- Marketers and Traders
- Academia
- Financial Institutions
- Process and Packaging Technologists
- Non- Governmental Organisations
- Food companies
- Retailers, supermarkets
- Media
PARTICIPATION FEES
TFNet members : USD 250
Non members : USD 300
Students: USD 150
LANGUAGE
The symposium will be conducted in English
For more information, please visit the symposium website at www.tropicalsuperfruit2013.com