MARKETING TO THE EDUCATED

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.”