What is a Super Juice?
I was reading this article on Reuters.com about a “Superfoods Company” Genesis Today revealing a new advertising campaign for their line of “super juices”. These juices are comprised of fruits that tend to have a perceived health benefit such as anti-oxidants, etc. Fruits involved are cranberry, pomegranate, acai and most berries.
Their campaign will strive to make their juices sound much more appealing to the general public than the traditional orange or apple juice. They are touting the health effects of the juices along with the extra vitamins and natural sugars that the juices have.
I am starting to get the feeling that these companies have become more of a marketing company than a “real” food company. Based on these trends, I think most farmers should try to start marketing their products as “Super Corn”, “Super Soy” to compete.
I have sampled some of these juices and hope they have very good health benefits since some of them do not taste very good to me. It will be interesting to see if in ten years these are still “Super Juices” or if orange and apple have made a comeback.
We shall see.
Paul Neiffer is a certified public accountant and business advisor specializing in income taxation, accounting services, and succession planning for farmers and agribusiness processors. Paul is a principal with CliftonLarsonAllen in Walla Walla, Washington, as well as a regular speaker at national conferences and contributor at agweb.com. Raised on a farm in central Washington, he has been immersed in the ag industry his entire life, including the last 30 years professionally. Paul and his wife purchase an 180 acre ranch in 2016 and enjoy keeping it full of animals.
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