Rich in Vitamin C, fiber and antioxidants, the US cranberries have been favorites among the healthy food lovers for some time now. The Cranberry Marketing Committee (CMC) is focused on promoting the use and consumption of cranberries worldwide.
Alyson Segawa, Manager, International Marketing Accounts at Bryant Christie said, "The Indian market offers enormous potential for US cranberries and is being considered one of the most important export markets for the United States. This seminar is our initiative to raise positive awareness of US cranberries among trade.”
Keith Sunderlal, India representative, US Cranberry Marketing Committee (CMC) stated, "The increase in demand of US cranberries among the Indian consumers is testimony to the super fruit’s growing popularity. Through our multi pronged awareness drive, we aim to take its unique flavor and health benefits across the nation."
The seminar saw participation from over 90 established decision makers from the food and nutrition industry, key opinion makers from the ingredients industry, and culinary experts.
The highlight of the event was an insightful session on US cranberry Industry and Applications by Karen Cahill, Communications and Marketing Specialist, Cranberry Marketing Committee. The seminar agenda included discussions, presentations and a cooking demonstration of Indian and fusion recipes with US cranberry as the main ingredient.
Chef Sabyasachi Gorai said, "US cranberries are an absolute delight to cook with. Their tangy-sweet taste and unique texture gives them the ability to be the star ingredient of any preparation, ranging from drinks, appetizers, main course to desserts. As an innovator who is always trying out new ingredients and techniques, US cranberries play a huge role in my experiments as a budding chef. US cranberries are a versatile fruit that add delicious flavor to a variety of foods, making them the ideal ingredient choice for the Indian consumer."
With Indians reporting high rate of urinary tract infections, one of the world's top cranberry producer Ocean Spray is eyeing the huge Indian market for its products.
The move by Ocean Spray to enter India now assumes significance after a recent World Health Organization report that increasing resistance to antibiotics could become a major threat to people's health.
Indo-Canadian Peter Povitar Dhillon, the Ocean Spray chairman, said, "We went India to explore opportunities of doing business there. As a global company, we recognise the huge potential of the Indian marketplace. India has the fastest growing middle class and it is the world's youngest country in terms of the age of its people."
According to Dhillon, considering that young people and pregnant women in India report higher incidents of urinary tract infections, cranberry products can be the best natural remedy to prevent bladder problems.
He said, "We went there to understand the marketplace because the culture of doing business in India is very different. It was a very positive trip. Now we are thinking about the best ways to educate Indians about the unique benefits of cranberry. India's growing middle class is very affluent and they are becoming very health conscious."
Citing the WHO report about growing resistance of the human body to antibiotics, Dhillon said: "But cranberry is the nature's way to give you natural antibiotics and prevent infections."
Dhillon, said he has personal reasons to see Ocean Spray enter India as early as possible.
He added, "My parents came to Canada from Punjab and they started growing cranberry here. Now I have the unique opportunity to take this fruit to India. So in a way, things are coming full circle. We have some people from Ocean Spray going to India next month. It is a marketplace that we must understand first before we take steps to enter it."
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