The marketing committee also is launching a three-pronged marketing campaign this year that focuses on health, flavor characteristics and culinary applications, Stapleton said.
“We’ve targeted consumer-focused trade shows,” he said.
“They’re allowing us to partner with an entity that has a good reputation with the culinary attributes in general. We know other commodity groups are aggressively pursuing the culinary aspects. We know there’s some heat there, so we’re targeting Food Network type activities.”
The institute is participating in several programs this year, including the South Beach Wine & Food Festival, the SFChefs Food/Wine event and trade shows of the American College of Sports Medicine and American Urological Association.
“Because cranberries have high antioxidants, the ACSM had contacted us,” Stapleton said.
“They are doing a roundtable in December 2010. We talked to them about sponsoring it, specifically using fruit’s antioxidants for recovering from injuries. At the end of the conference, they’re going to be publishing an article in their journal about the results of the work that goes on at that conference.”
Cranberries likely will be featured prominently in that article, he said.
The marketing committee sponsored an exercise physiologists meeting in April, in which physicians discussed sports nutrition, Stapleton said.
“Cranberries still have the halo with the urinary tract benefit, but I think we have other benefits we need to start promoting, as well,” he said.
Cranberries’ antioxidant content is central to that strategy, he said.
“We to do these trade shows that get us out in front of a targeted office in a strategic way,” he said.