The United States Food and Drug Administration has approved PhytoTrade Africa's GRAS notification "Generally Regarded as Safe" for the African Baobab fruit giving it the green light for import into the United States, it was announced recently. 

 

According to a report by the UK's Natural Resources Institute, more than 2.5 million of the poorest families in southern Africa could earn a life-changing income by harvesting wild Baobab. "The decision is a crucial step to developing the global market which could be worth up to US$1billion a year" said Gus Le Breton, CEO of PhytoTrade Africa.

Baobab fruit powder is to be imported into the US as a highly nutritious ingredient for food and drink products. The healthy drinks and snacks market, including smoothies and cereal bars, is a key target. 

 

With innovative formulations, Baobab fruit could enable food and beverage formulators to develop products naturally high in fibre and vitamin C. The levels of key vitamins and minerals in Baobab, such as vitamin C and calcium, are significantly superior to those found in well-known superfruits such as blueberry, cranberry and pomegranate. 

 

Although further research is required, it is clear from published papers and our own research that Baobab dried fruit pulp contains powerful antioxidants. Ranking of ORAC values shows Baobab dried fruit pulp to have double the capacity of pomegrante and cranberries, and even more than fruits such as blueberries, raspberries and blackberries.

 

For more information on baobab, see www.baobabsuperfruit.com

 

 

In a recent study commissioned by PhytoTrade Africa, Neilsens, an independent market research company, explored consumer perceptions and awareness of natural and organic products in South Africa. 

 

The research revealed that South African consumers are motivated by their knowledge and understanding of natural products. To consumers with prior knowledge of natural products, the drivers to purchase included natural and environmentally friendly formulations, value for money and attractive packaging; whereas more mainstream consumers found efficacy to be the most important product feature. Consumers felt that natural cosmetic products should be gentle on the skin, soothing, and moisturising. Community benefits were also considered important. 

 

The research showed that although consumers often stick to brands and products they trust, they are not averse to branching out and respond well to recommendations made by family and friends. In terms of marketing, it is clear that consumer awareness and product information is key to product success, and sample give-aways and in-store demonstrations are important. 

 

However, barriers exist. The most prominent hurdle was lack of consumer awareness. The relative costs of natural and organic products were also seen as a barrier, as well as lack of product availability and poor distribution in mainstream stores. 

 

PhytoTrade Africa's ingredients and products containing these ingredients, particularly in the cosmetics market, were well received by consumers. By placing products containing PhytoTrade Africa ingredients in appropriate retail outlets, with attractive packaging, at reasonable cost, with reliable efficacy and sufficient marketing support, these products could be very successful. 

 

 

PhytoTrade Africa has launched an Accredited Partner scheme designed to acknowledge those companies that are creating food and personal care ranges that will increase benefits to rural communities in Southern Africa. Under the scheme, companies can feature the PhytoTrade Accredited Partner logo on their product packaging and in their marketing materials.

 

To be eligible, companies must not only buy ingredients from PhytoTrade Africa, or its members, and prove that their supply chains are ethical and sustainable, but must also meet minimum standards on product quality and distribution. PhytoTrade Africa is proud to announce that our inaugural Accredited Partners are Rain (www.rainafrica.com); Esse Organic Skincare (www.esse.co.za) and African Earthworks (www.africanearthworks.com).

 

 

PhytoTrade Africa supported their commercial partner, Afriplex recently on their stand at Anuga in Cologne, Germany. Anuga is the largest food and beverage trade show in the world. The Afriplex stand was in the South Africa pavilion of the Fine Foods hall and proved to be the busiest stand in this section. Baobab was the sole focus and to this end Afriplex showcased Baobab powder as an ingredient and in various applications to inspire potential formulations. On the stand there were baobab fruit, muesli and energy bars, baobab shortbread, baobab jam, and baobab as a flavour enhancer in tinned fruits. This gave people the opportunity to explore Baobab's possibilities as a food ingredient: its unique new taste, and harmonization with other ingredients. The response to baobab was fantastic and Afriplex has returned with many exciting orders and leads to follow. Many visitors were bowled over that a superfruit could taste so good!