Post on 28-Mar-2020
Discussion Topics: A Consumer Focused Plan
• ToplineResearchLearnings• KeyChangeinThinking• MarketingObjectives&Strategies
• TargetAudienceFocus• ToplineMessagingStrategy
• CreativeExpressionofNewCampaign• BuildingTheFullyIntegratedPlan
• InfluencerEfforts(PR&Social)• KeyTradeInitiatives• OnlineFocus• 2014BudgetOverview,2013Remaining• 2014ActivitySummaryCalendar
WildBlueberries&HumanHealth
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SupportingWildBlueberryHealthResearchWBANACanada•What? Asascientificauthority,supportWBANA-Candwildblueberries(WBB)inthehumanhealtharena•Why? Toincrease/maximizeopportunitiesforWBBinhumanhealth•How?WBBresearchmanagement,co-ordination,communication,strategicplanning,liaison•Who? FosteringWBB&healthopportunitiesfor20years.Agriculture&Agri-FoodCanada,retired
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WBANAHealthResearchCommittee(HRC)• ServeasCanadianrepresentativeontheWBANA-HRC.• TherearecurrentlynoPh.D.levelscientistsontheWBANA-HRC.• Reviewandmakerecommendationsonresearchproposals.• Identify&fosterkeyareasforresearchinvestment.• Developmeansto‘translate’andbuildonresearch.• Discussthedesign&operationoftheHRC.
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Information&Communication
• Communicateblueberryhealthresearchtogrowers&othergroups.• Reviewwbb &healthpromotionalcontentforscientificbalance&accuracy.• Ensurewildblueberries.com healthpublicationdatabaseiscurrentandcorrect.• Providehealthresearchinformationforspecificmarkets.• Lotsmorepossible…
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Liaison• Withcurrent&potentialWBBhealthresearchscientists• Withsuitablescientistsinwbb markets(e.g.Japan,China,Germany)• Withresearchcolleaguesine.g.cranberries,HBB• Withotherinitiativese.g.BerryHealthBenefitsSymposium• Withfundingagenciese.g.Agriculture&Agri-FoodCanada• WithanalyticallabstosupportR&D• With‘influencersandfriendsofWBB’• Attendrelevantscientificconferences(e.g.ICPH,BHBS)• BuildandprotectthereputationofwildblueberriesinhealthR&D.
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Kaltetal.selectedpeer-reviewedpublications
• Wildblueberrycompositionandfoodscience• Production,processing&antioxidantcapacity
• WBBChemicalfractionationtoinvestigatebioactivity• Anthocyanins– allrelevantaspects
• Anthocyaninabsorptionandmetabolisminhumansandanimals• Blueberriesandhumanvision
• Co-authoredwithmanyBHSresearchers• Editoronmajorreviewonblueberriesandhealth(due2018)
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HealthMessaging
Anti-oxidant
Neuro-protective
Anti-Diabetes
Cardio-protective
Anti-inflammatory
Visio
n
Anthocyanins
Neuro-protective
Anti-Diabetes
Cardio-protective
Anti-inflammatory
Antio
xidant
Visio
n
Anti-oxidantcapacityvs.Anthocyanins
Where we were…. Where we should be….
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StrengthofEvidenceHumanStudies
invitrostudiesinvivostudies
EpidemiologicalstudiesClinicalstudies
Berry Anthocyanins
& Health
ANTHOCYANINS are HEALTHY but messy
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Epidemiologyisthe…
“study of the distribution and determinants of health-related states or events (including disease), and the application of this study to the control of diseases and other health problems”
(World Health Organization, 2011)
Is blueberry anthocyaninintake related to human health?
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In epidemiological studies, is anthocyanin intake related to human health benefits?
• Cardiovascular• Firstoccurrenceofhypertension• Heartattack(MI)• Arterialstiffness&bloodpressure• Cardiovascularriskfactors(12biomarkers)
• Gluco-regulation• Type2diabetesrisk• Insulinresistance&inflammationbiomarkers
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In epidemiological studies, is anthocyanin intake related to human health benefits?
• Weightmaintenance• Reducedcognitivedecline• Reducedriskofcancer• Esophagealcancer(Barretts);Colorectalcancer
• Bonedensitybenefits• Reducederectiledysfunction
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EpidemiologicalStudiesStrengths&Weaknesses
• Foodintakedata– Numberoffooditems;dosequantitation;description;validation
• Eventstracked– E.g.Myocardialinfarction,diabetes,Parkinsondisease
• Biomarkerstracked– Bloodpressure;fastingglucose;cognitivefunction
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• N=94,000• Prospectivecohort• Dietassessment(NHS)inrelationtomyocardialinfarctionincidence• Medianminimum=0.0mgAnc/day- 3.5mg/day• MedianMaximum>18.3mgAnc /day• Icupwildblueberries+/- 200mg• Sourcestracked:blueberriesandstrawberries
135lowbush,80highbushphenotypesKaltetal.200111/17/17 w.kalt 15
• AbundantAnc metabolitesareinenterohepaticcirculation
• ChronicexposureoftheGITandcirculationtoAnc
• Anc intissuerespositories.• Ancastissuemembraneprotectants?
Stomach
Smallintestine
gallbladder
Liver
Largeintestine
Howdoanthocyanins(Anc)benefithealth?Viaflavonoid-basedmetabolites?
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Anthocyanin(Anc)inTissueslotsofevidence
SelectedPublicationsAndres-Lacueva etal. 2005,Nutr.Neur. BlueberryAnc:fedtoagedrats
Passimonti etal,2005,JAFC Grapepigments:Fastaccesstobraintissue
Vanzo etal.,2011, J.Nat.Prod. C-3glucose:Extremelyfastaccesstoliver&kidney
ElMohsenetal.2006, Brit.J.Nutr. Pelargonidin: sixrattissues,PelandPelglucuronide
Talaveraetal. 2005,JAFC BlackberryAnc:rat digestivetissue,kidney,brain
Matsumotoetal.,2006, Exp. EyeRes. Blackcurrant Anc:Oculartissueinrat&rabbit
Heetal.2009,JAFC, C-3glucose:Smallintestinewallof rats
Kaltetal.2008,JAFC BlueberryAnc:Parent Ancinseveraltissuesofpigs;.0002%
Kirakosyan etal.2015,FoodChem. Cherry Anc:SeveralCynglycosidesbladder,kidney
Kaltetal.2010,JAFC BlueberryAnc:Dose-dependentdispositionineyeofpigs
Milbury &Kalt,2010,JAFC BlueberryAnc:Phase2conjugatesfoundinbrain
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Anthocyaninsinbodytissues.…membraneprotective?
Kosinova etal.2012.J.PhysicalChem.
• Quercetin&quercetinconjugatesassociatewithmembranes• AidsHatomtransferbetweenVitaminEinmembrane,VitaminCinaqueous(Fabreetal.2015)
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WBBHealthResearch&CommunicationHighlights
WBB HEALTH R&D
MA
RK
ET O
PPO
RU
NIT
IES
• Importanceofmaximizingthewildblueberryhealthstory• Researchcoordination&management• Authoritativesourceforsciencecommunication• Epidemiologicalevidenceforanthocyanins• Fornumeroushealthconditions• Modesofanthocyaninactioninhealth
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John Sauve “All the researchers got published. Researchers love to be published, and we helped them do that. We promoted them, and they continued to do all their great work.”
About John Sauve: “He saw the antioxidant studies and wondered if he could use it as a marketing tool… he got researchers together to talk… and we've been meeting now for 20 years.”
The Atlantic, Nov. 15, 2017How People Came to Believe Blueberries Are the Healthiest FruitThe story of antioxidants and highly colored foods involves as much marketing as science. James Hamblin
• Overallapositivepresentationoftheabundanceofblueberryhealthresearchevidence.• Littletonodistinctionbetweenwildandcultivatedblueberries,althoughmainlyawildstory.• 2000wordarticlewith700wordsaboutmarketingtheblueberryantioxidantstory.
“Theterm‘superfruit’meansdifferentthingstodifferentpeople,”shebegan.“Inmarketing,it’susedtoadvertiseaproductthathasahighlevelofantioxidantactivity.Inscientificresearch,thetermisvirtuallymeaningless.”
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