Discussion Topics: A Consumer Focused Plan

• ToplineResearchLearnings• KeyChangeinThinking• MarketingObjectives&Strategies

• TargetAudienceFocus• ToplineMessagingStrategy

• CreativeExpressionofNewCampaign• BuildingTheFullyIntegratedPlan

• InfluencerEfforts(PR&Social)• KeyTradeInitiatives• OnlineFocus• 2014BudgetOverview,2013Remaining• 2014ActivitySummaryCalendar

WildBlueberries&HumanHealth

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SupportingWildBlueberryHealthResearchWBANACanada•What? Asascientificauthority,supportWBANA-Candwildblueberries(WBB)inthehumanhealtharena•Why? Toincrease/maximizeopportunitiesforWBBinhumanhealth•How?WBBresearchmanagement,co-ordination,communication,strategicplanning,liaison•Who? FosteringWBB&healthopportunitiesfor20years.Agriculture&Agri-FoodCanada,retired

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WBANAHealthResearchCommittee(HRC)• ServeasCanadianrepresentativeontheWBANA-HRC.• TherearecurrentlynoPh.D.levelscientistsontheWBANA-HRC.• Reviewandmakerecommendationsonresearchproposals.• Identify&fosterkeyareasforresearchinvestment.• Developmeansto‘translate’andbuildonresearch.• Discussthedesign&operationoftheHRC.

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Information&Communication

• Communicateblueberryhealthresearchtogrowers&othergroups.• Reviewwbb &healthpromotionalcontentforscientificbalance&accuracy.• Ensurewildblueberries.com healthpublicationdatabaseiscurrentandcorrect.• Providehealthresearchinformationforspecificmarkets.• Lotsmorepossible…

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Liaison• Withcurrent&potentialWBBhealthresearchscientists• Withsuitablescientistsinwbb markets(e.g.Japan,China,Germany)• Withresearchcolleaguesine.g.cranberries,HBB• Withotherinitiativese.g.BerryHealthBenefitsSymposium• Withfundingagenciese.g.Agriculture&Agri-FoodCanada• WithanalyticallabstosupportR&D• With‘influencersandfriendsofWBB’• Attendrelevantscientificconferences(e.g.ICPH,BHBS)• BuildandprotectthereputationofwildblueberriesinhealthR&D.

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Kaltetal.selectedpeer-reviewedpublications

• Wildblueberrycompositionandfoodscience• Production,processing&antioxidantcapacity

• WBBChemicalfractionationtoinvestigatebioactivity• Anthocyanins– allrelevantaspects

• Anthocyaninabsorptionandmetabolisminhumansandanimals• Blueberriesandhumanvision

• Co-authoredwithmanyBHSresearchers• Editoronmajorreviewonblueberriesandhealth(due2018)

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HealthMessaging

Anti-oxidant

Neuro-protective

Anti-Diabetes

Cardio-protective

Anti-inflammatory

Visio

n

Anthocyanins

Neuro-protective

Anti-Diabetes

Cardio-protective

Anti-inflammatory

Antio

xidant

Visio

n

Anti-oxidantcapacityvs.Anthocyanins

Where we were…. Where we should be….

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StrengthofEvidenceHumanStudies

invitrostudiesinvivostudies

EpidemiologicalstudiesClinicalstudies

Berry Anthocyanins

& Health

ANTHOCYANINS are HEALTHY but messy

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Epidemiologyisthe…

“study of the distribution and determinants of health-related states or events (including disease), and the application of this study to the control of diseases and other health problems”

(World Health Organization, 2011)

Is blueberry anthocyaninintake related to human health?

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In epidemiological studies, is anthocyanin intake related to human health benefits?

• Cardiovascular• Firstoccurrenceofhypertension• Heartattack(MI)• Arterialstiffness&bloodpressure• Cardiovascularriskfactors(12biomarkers)

• Gluco-regulation• Type2diabetesrisk• Insulinresistance&inflammationbiomarkers

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In epidemiological studies, is anthocyanin intake related to human health benefits?

• Weightmaintenance• Reducedcognitivedecline• Reducedriskofcancer• Esophagealcancer(Barretts);Colorectalcancer

• Bonedensitybenefits• Reducederectiledysfunction

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EpidemiologicalStudiesStrengths&Weaknesses

• Foodintakedata– Numberoffooditems;dosequantitation;description;validation

• Eventstracked– E.g.Myocardialinfarction,diabetes,Parkinsondisease

• Biomarkerstracked– Bloodpressure;fastingglucose;cognitivefunction

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• N=94,000• Prospectivecohort• Dietassessment(NHS)inrelationtomyocardialinfarctionincidence• Medianminimum=0.0mgAnc/day- 3.5mg/day• MedianMaximum>18.3mgAnc /day• Icupwildblueberries+/- 200mg• Sourcestracked:blueberriesandstrawberries

135lowbush,80highbushphenotypesKaltetal.200111/17/17 w.kalt 15

• AbundantAnc metabolitesareinenterohepaticcirculation

• ChronicexposureoftheGITandcirculationtoAnc

• Anc intissuerespositories.• Ancastissuemembraneprotectants?

Stomach

Smallintestine

gallbladder

Liver

Largeintestine

Howdoanthocyanins(Anc)benefithealth?Viaflavonoid-basedmetabolites?

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Anthocyanin(Anc)inTissueslotsofevidence

SelectedPublicationsAndres-Lacueva etal. 2005,Nutr.Neur. BlueberryAnc:fedtoagedrats

Passimonti etal,2005,JAFC Grapepigments:Fastaccesstobraintissue

Vanzo etal.,2011, J.Nat.Prod. C-3glucose:Extremelyfastaccesstoliver&kidney

ElMohsenetal.2006, Brit.J.Nutr. Pelargonidin: sixrattissues,PelandPelglucuronide

Talaveraetal. 2005,JAFC BlackberryAnc:rat digestivetissue,kidney,brain

Matsumotoetal.,2006, Exp. EyeRes. Blackcurrant Anc:Oculartissueinrat&rabbit

Heetal.2009,JAFC, C-3glucose:Smallintestinewallof rats

Kaltetal.2008,JAFC BlueberryAnc:Parent Ancinseveraltissuesofpigs;.0002%

Kirakosyan etal.2015,FoodChem. Cherry Anc:SeveralCynglycosidesbladder,kidney

Kaltetal.2010,JAFC BlueberryAnc:Dose-dependentdispositionineyeofpigs

Milbury &Kalt,2010,JAFC BlueberryAnc:Phase2conjugatesfoundinbrain

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Anthocyaninsinbodytissues.…membraneprotective?

Kosinova etal.2012.J.PhysicalChem.

• Quercetin&quercetinconjugatesassociatewithmembranes• AidsHatomtransferbetweenVitaminEinmembrane,VitaminCinaqueous(Fabreetal.2015)

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WBBHealthResearch&CommunicationHighlights

WBB HEALTH R&D

MA

RK

ET O

PPO

RU

NIT

IES

• Importanceofmaximizingthewildblueberryhealthstory• Researchcoordination&management• Authoritativesourceforsciencecommunication• Epidemiologicalevidenceforanthocyanins• Fornumeroushealthconditions• Modesofanthocyaninactioninhealth

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John Sauve “All the researchers got published. Researchers love to be published, and we helped them do that. We promoted them, and they continued to do all their great work.”

About John Sauve: “He saw the antioxidant studies and wondered if he could use it as a marketing tool… he got researchers together to talk… and we've been meeting now for 20 years.”

The Atlantic, Nov. 15, 2017How People Came to Believe Blueberries Are the Healthiest FruitThe story of antioxidants and highly colored foods involves as much marketing as science. James Hamblin

• Overallapositivepresentationoftheabundanceofblueberryhealthresearchevidence.• Littletonodistinctionbetweenwildandcultivatedblueberries,althoughmainlyawildstory.• 2000wordarticlewith700wordsaboutmarketingtheblueberryantioxidantstory.

“Theterm‘superfruit’meansdifferentthingstodifferentpeople,”shebegan.“Inmarketing,it’susedtoadvertiseaproductthathasahighlevelofantioxidantactivity.Inscientificresearch,thetermisvirtuallymeaningless.”

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