INDUSTRY FOCUS
The good berry A blackcurrant is just a blackcurrant. Unless it’s a New Zealand blackcurrant!
More than a decade of research has shown that New Zealand blackcurrants are berries with a bit extra. And a new brand is making sure consumers know all about it.
24 SEGMENT
Plant & Food Research and the New Zealand Blackcurrant Cooperative have worked together to create Adaptive™ New Zealand blackcurrants, a new brand to stamp on products that contain the right amount of New Zealand-grown blackcurrants to improve consumer wellness. The Adaptive logo can be used by food manufacturers who want their products to have a point of difference supported by science. A platform of research has shown that New Zealand-grown blackcurrants have a positive effect on sports performance, recovery and immunity, big market opportunities for the food industry. Displaying the Adaptive brand on foods means that consumers can be sure they’re buying genuine New Zealandgrown blackcurrants at a quantity scientifically proven to have benefits.
Mike Callagher, General Manager of the Coop, sees the new branding as a positive step to improving visibility of the scientific data available. “There are a number of so-called super foods on the market that have no discernible science to back up their claims. The Adaptive brand provides us with a way of showcasing the extensive research demonstrating the positive effects of New Zealandgrown blackcurrants, helping food producers and consumers to better understand the benefits.” Claims backed by the science had already created interest in overseas markets, but the addition of a brand has raised the bar. Callagher notes that the Coop has received a marked increase in enquiries since the launch of the Adaptive brand, particularly from food manufacturers in countries like the USA and Japan, where having
