A book that claims to reveal the secrets of the successful superfruit trend will be launched next week.

Karl Crawford, business leader at New Zealand-based HortResearch, teamed up with Julian Mellentin, editor of the New Nutrition Business Journal, to define the trend and explain to businesses how they can get in on the functional food trend.

Successful Superfruit Strategy - How to Build a Superfruit Business has been billed as “the answer for every fruit professional who has ever shaken their heads and wondered how to save fresh fruit consumption from flat-lining” and take advantage of new opportunities.

The book features six elements for superfruit success, covering product quality, science, marketing, intellectual property protection and the broader consumer environment.

Crawford said: “This isn’t a library book; it’s a business checklist - a how-to manual. The book’s key message is that superfruits are a product of strategy, not something you find growing on a tree.”

Mellentin added: “Superfruits are an established phenomenon. They are not a short-term trend that will die away…

“Readers of the book will be inspired when they see the possibilities for joining and expanding the superfruit market. They see the trend. They know how to push towards health ingredients. Now we hope they will see that they can be part of it.”

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