FOOD FOR THOUGHT

1nr. autumn 2010

Strange but true: while in many countries the recession is forcing discounters to relinquish market share, revenues in the organic food sector are actually on the increase; in the Netherlands by as much as 12% over the past year. This trend can also be observed in socially responsible enter-prise; another area which has seen a mar-ked rise in popularity throughout Europe. What is remarkable about the latter trend is the apparent shift in focus from environ-mental to human concerns – are farmers paid fairly for their produce and do wor-kers receive fair wages and treatment? It almost appears as though the tightening of belts has, in many, inspired greater respect when it comes to their own health and the welfare of others. If we are able to contri-bute to this trend in some small way, be it with our products or through this newslet-ter, then that is something we are grateful for.

Meet us at our stand (Paris, Madrid) Berrico enjoys attending trade fairs, where we can exchange information and expe-

riences with our existing and prospective customers… > read on Berrico-Fruit d’Or: a fruitful relationship for almost

10 years Our regular partners have known for years about our warm relationship with Canadian company Fruit d’Or…> read on

(Cran)berries provide health benefits but also sales benefits The health benefits of cranberries for the urinary tracts

and the bladder are widely known…> read on Food trends A clear shift towards organic foods can be observed in Northern

and Western countries. Not only because there is a growing intolerance… > read on Interest for socially responsible

enterprise on the rise The West – in particular Europe – is seeing a marked growth in interest for socially responsible enterprise…

> read on The two faces of the consumer Penny-wise and pound-foolish: almost nobody is consistent and certainly not the

modern consumer… > read on Innocent, the apotheosis Innocent is an idealistic health brand that really does live up to its

claims, as we experienced first-hand… > read on New soft drink: Canadian Red A lady in red, Canadian Red… > read on.

Read on…

Meet us at our stand.Berrico enjoys attending trade fairs, where we can exchange information and experiences with our existing and prospective customers. We are pleased to provide information about dried berries and cherries, syrups and frozen products, juices, concen-trates and purees – and application possibilities and processing techniques, of course. But we also like to receive feedback: what can we do to help you better? Which variety of berry would you like to see included in our range and in what form? As a service-driven organisation we are happy to make time for you, to listen to your opinions and ideas.

As professionals we are all looking for win-win situations, so do visit us at:Parijs, Sial, Hall 4 stand P-114 from 17–21 October and Madrid, Hi Europe, stand R605 from 16–18 November.You will find us in the Canadian Pavilion. We look forward to meeting you.

Berrico-Fruit d’Or: a fruitful relationship for almost 10 years.

Our regular partners have known for years about our warm relationship with Canadian company Fruit d’Or. Since Berrico was founded – almost ten years ago now – we have enjoyed a close working relationship with the company in Notre-Dame de Lourdes, Quebec Province. Fruit d’Or has experienced considerable growth over that period, in part due to Berrico’s substantial contribution.

Meanwhile, both parties have shifted focus somewhat. Initially the focus was purely on cranberries, but this has widened to include tasty Canadian blueberries. Our Canadian partner delivers conventional and organic blueberries, cranberries and organic cherries, dried – both sweetened and unsweetened – and as juice or juice concentrate. We are even world leader in growing and processing organic cultivated cranber-ries!However, extreme specialisation has a flipside – when berry prices began to drop by tens of percents, Fruit d’Or came into difficulties. Partners support each other through good times and bad. So we remained loyal to Fruit d’Or. In part owing to the support of the Canadian government, the company was able to survive the worldwide berry crisis and has emerged stronger.Currently the price of blueberries and cranberries is strongly fluctuating, as is the case for many agricultural and horticultural products. Meanwhile, Fruit d’Or is no longer our only supplier and our range has grown to include a range of other products, including dried cherries and goji berries, however Fruit d’Or and Berrico remain important and trusted mutual partners.

3

(Cran)berries provide health benefits

but also sales benefits

The health benefits of cranberries for the urinary tracts and the bladder are widely known; in particular its properties as a ‘preventer’ of urinary tract infections. Less well known about cranberries is their high antioxidant content. Antioxidants are substances which slow the body’s ageing process – they are the sworn enemies of the free radicals that can plague the body with cancers, cardiovascular disease and ageing of the skin.

More recent findings indicate that in particular, blueberries and, to a lesser extent, cranberries and strawberries can protect the human brain against Alzheimer’s disease. Our brain has its own cleaning and repair service, carried out by microglial cells. These cells fight the harmful structures responsible for the deterioration of our memory. As the body ages, the microglial cells become fatigued and sometimes even disorientated, causing them to attack healthy cells instead of the harmful ones.Scientific research now shows that blueberries and cranberries – perhaps also walnuts – promote the balance of microglial cells, enabling them to support our memory for longer. Clearly, the health benefits of these berries are not a pleasant side effect, but worth shouting about in their own right.

Food trends.

A clear shift towards organic foods can be observed in Northern and Western countries. Not only because there is growing intolerance to many additives (the so-called E numbers, which actually are not all unna-tural), but also because there is a stronger demand for products which are natural and have integrity.

Forgotten-about vegetables first appeared on the tables of high-end restaurants, but are increasingly found on the shelves of ordinary greengrocers. The number of markets trading in local produce is increa-sing rapidly. Restaurants, independent shops and even chain stores are experiencing increased interest for locally sourced products. Breeders are working to revive heritage breeds of chickens and sheep. The quality of yonder days is becoming popular.However, all of this does not spell the end for fast food outlets, nor for supermarkets selling ready meals. The percentages are still not really spectacular, but now that the growth has entered double figures, it is possible to speak of a real trend.

5

Interest for socially responsible enterprise on the rise.

The West – in particular Europe – is seeing a marked growth in interest for socially respon-sible enterprise. More and more, companies are challenged to demonstrate that they source sustainable resources and offer fair pay and working conditions in the produc-tion of their products. Increasing numbers of consumers do not want to feel guilty about purchasing goods which were produced using child labour or under other abominable wor-king conditions. More and more modern con-sumers only want to eat meat produced from animals that led reasonable lives. Another aspect of the same trend in socially respon-sible enterprise is the increase in glass doors on supermarket chiller cabinets as an energy-saving measure. Dutch greenhouse farmers are investing in climate-neutral greenhouses that, in some cases, generate more energy than they need for their crops.This trend is strong enough to stimulate multinationals to publish special annual envi-ronmental reports and to take other serious measures towards socially responsible en-terprise. Even for smaller than multinational businesses it is worthwhile to clearly com-municate their policy on socially responsible enterprise .

7

The two faces of the consumer. Elsewhere in this newsletter we highlight the rising interest for healthy food, socially responsible enterprise and organic foods. And this is all valid.

However, the opposite is also true – supporters of organic foods some-times succumb to fast food, sometimes drive polluting vintage cars and buy a portion of their shopping at discount stores with perhaps dubious environmental or welfare standards. Penny-wise and pound-foolish: almost nobody is consistent and certainly not the modern consumer. Families who eat convenience food all week spend a large part of their weekends preparing meals to rival the menus of many a top restaurant. The lesson we can take from this, is that we have very little influence on the consumption patterns of our consumers – of any type. Fortunately we can tempt people – by tickling their taste buds, by presenting better, by offering unu-sual combinations (cranberries in salads, for example). Everyone goes against their own principles sometimes, but that does not always have to have negative consequences – for example Fruit d’Or sells cranberries sweetened with cane sugar and/or maple syrup or with concentrated apple juice. It is a snack, but it’s fruit-based, with natural sweeteners, which makes it an attractive alternative – responsi-ble indulgence.Muesli, cereal bars, smoothies and other products are also a successful blend of healthy, tasty and energy-rich. In terms of flavour and health, these products are more than responsible, but fortuna-tely their calorific value makes them appear slightly indulgent and therefore extra attractive. In this way they appeal to both faces of the consumer – indulgence is allowed, as long as the reward is good enough.

Innocent.Innocent is known in many countries – but not all of Europe – for its fruit drinks and smoothies. Actually, Innocent stands for just about everything we have covered in this newsletter – it offers pure, trendy, healthy products which it produces with compassion for both the natural environment and the growers.

Innocent is an idealistic health brand that really does live up to its claims, as we experienced first-hand. Before Berrico became an es-tablished cranberry supplier, a delegation from Innocent thoroughly screened the working practices of our Canadian supplier Fruit d’Or. Nothing escaped the investigators’ attention. It was only in 2009, after all those checks and thorough discussions about the business strategy, that the first orders came in.Innocent puts fruit in bottles, cartons and pouches in a myriad of combinations – all free from preservatives, colourings, scents or flavourings. Fruit and more fruit – guaranteed to herald from sound origins.

Please send us your feedback….Do you have a comment or query regarding this newslet-ter? Would you like to suggest a topic for discussion or share a tip?

Please send us your feedback!

As yet only present in high-end restaurants, wine shops and bars, is a tempting ap-

parition clad in flame red, a ‘lady in red’ – Canadian Red. In every sense a grown-up soft drink, with just enough bite to

make it an attractive non-alcoholic aperitif or alternative to wine or beer. Add to this the fresh

and distinctive packaging and the message is clear – this is an alternative drink that is truly different than the well-

known brands and is perfect in surprising cocktails and long drinks. To top it off, it’s healthy!

Click here for the website: www.canadian-red.com

Sorry: only available in the Netherlands

at the moment.

Berrico FoodCompany bvP.O. Box 22968203 AG LelystadThe NetherlandsTel: +31 (0)320 266055Fax: +31 (0)320 266050E-mail: info@berricofood.com

New soft drink:

CANADIAN RED.