MAR­KET­ING TO THE ED­U­CATED

NZ Business - - INSPIRATION -

John and Sue Gibb started out with a food that wasn’t ap­pre­ci­ated by the mar­ket­place. “It is now so ap­pre­ci­ated that frozen berries is the fastest grow­ing cat­e­gory in New Zealand food re­tail,” says John.

But the rea­sons for berries’ su­per­food sta­tus and pop­u­lar­ity in the global mar­ket has also cre­ated the reality of im­mi­nent reg­u­la­tory sup­pres­sion of health claims, he adds.

“For ex­am­ple, ‘an­tiox­i­dant’ will soon be a banned word in food mar­ket­ing.

“How­ever, our re­search col­lab­o­ra­tions with in­ter­na­tion­ally re­spected re­search uni­ver­si­ties means the val­ues of our own branded prod­ucts will be proven and made pub­lic by third par­ties and their eth­i­cal re­search.

“We will sim­ply of­fer our prod­uct, with­out claims, to an ed­u­cated and aware con­sumer base.”

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