Marketing mega 3 Functional Food Intro to Croda, history , markets, size Synergies- Omega 3 with fruit and veg. Marketing healthy and vital nutrients. Let me introduce you to someone I know

What is Omega 3? Long chain PUFA’s EPA, DHA and ALA Essential fatty acids Found in certain oily fish and plants Functional Food Omega 3- a collective name for a group of Long chain refers to the number of carbons The most scientifically proven important of these ESSENTIAL means exactly that These guys are looking for their Omega 3 Where’s my Omega 3?

Which fish and plants? Functional Food Sardines, anchovies, salmon, tuna and mackerel for EPA and DHA Flax, walnuts, green vegetables for ALA Functional Food Not tinned tuna, as the oil has been pressed out Most fish oil capsules are sardine and anchovy derived

Who needs Omega 3 and why? Functional Food All of us The human body does not produce omega 3 but requires it for normal function It must be consumed in the diet EPA and DHA most important for joint health, cognitive function and heart health 2 portions of oily fish per week or the equivalent in daily supplements or foods enhanced with omega 3 RDI proposed by EFSA at 250mg per day Functional Food ALA is the vegetarians option and is converted to very small amounts of EPA and DHA by the body Studies in the US suggest that 96,000 American deaths per year are attributable to deficiency in omega 3, mainly from preventable coronary heart disease Many consumers don’t like oily fish, particularly children EFSA- The European Food Sales Adversary

Education is the key Functional Food Educate the consumer. Start them young! Educate the food manufacturers Educate the consumer and industrial media Functional Food School Meals Project- Part of our Corporate and Social Resposibility. Greg and Laura at Snaith primary school. Year 6 pupils. Full nutritional, interactive learning with Who Wants to be a Millionaire style quiz and omega 3 bent. Sam The Salmon flyers HAND out flyers These leaflets are given out at schools and the pupils take them home for parents to read Take your products to the manufacturers and educate them as to why they should include them in finished products Put yourselves forward as a spokesperson for your particular field of expertise Create a Meet The Experts mailer to send to newspapers and magazines Call magazine editors and introduce yourself for commentary on your products and their benefits

Educational Tools Functional Food PR and Marketing resource- internal or external or both Secure a budget and invest in future growth No investment, no future Network and influence others of influence Become members of the most recognised organisations Have a voice or no one will listen Keep up with national and international legislation Use advancements in health claims to promote your products Healthy can make you wealthy Observe trends in other countries and be a trend setter Trends in the US tend to cross the Atlantic Functional Food Many companies don’t allocate enough resource or money Join the best clubs. GOED A group has a louder voice to get your message across Visit exhibitions where your customers exhibit so you become a recognised face Exhibit at the exhibitions that everyone who’s anyone visits As soon as a new health claim is permitted for use in marketing your products use it. Be ready in advance with marketing material so that you can react instantly Subscribe to international magazines and free e-mail alerts from the likes of foodnavigator.com. Datamonitor is expensive but invaluable to a big business You have to create your market, sometimes pinching others ideas

Any Questions? Functional Food