Successful Superfruit Strategy: How to Build a Superfruit Business by K. Crawford, Julian Mellentin
W,,dhead P-shing | 2008 | ISBN: 1845695402 | 268 pages | PDF | 10,4 MB

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.

 
 


 
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