02/12/13. Marketing Local Tomatoes by Promising Health Benefits. Consumer Health and Eating Habits. Alan Walters Ruplal Choudhary Travis Killion

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1 Marketing Local Tomatoes by Promising Health Benefits Alan Walters Ruplal Choudhary Travis Killion Southern Illinois University Consumers today base part of their fresh produce purchase decisions on eating products that they associate with increased nutritional value (organic versus conventional??) Recent research has shown that Illinois consumers who frequent farmers markets are really interested in purchasing locally grown specialty fruits and vegetables, and were sometimes willing to pay more (often 10 to 25 cents or more per lb) for premium produce with added health benefits Although many consumers are interested in developing healthier lifestyles and eating habits, and are becoming more knowledgeable about the nutritional/antioxidant content of fresh fruits and vegetables, most are actually eating less than one-third of the recommended daily servings of fruits and vegetables. Remember USDA recommended guidelines of 5 to 9 fruit/vegetable servings per day The health benefits as indicated by studies of various ethnic diets, e.g. the Mediterranean diet, have demonstrated the value of increased levels of fruit and vegetable intake If local producers and marketers hope to increase consumer patronization to their markets, I think we need to differentiate this produce from that obtained through other marketing channels by increased nutritional properties and vitamin content. 1

2 Illinois local specialty crop producers and marketers have an advantage in improving specialty crop market share based on nutritional content in the fresh products sold. However, neither growers nor consumers are aware of the dietary value of most locally grown produce, even the most purchased produce product--tomato Tomatoes and Human Health Tomatoes in great demand at local markets Tomatoes are excellent sources of certain nutrients and antioxidants See handout Antioxidants What are they? Ascorbic Acid (Vitamin C) Lycopene Ascorbic Acid and Lycopene Ascorbic acid and lycopene are both antioxidants which mean they have the ability to quench free radicals of oxygen Free radicals are highly aggressive, electrochemically imbalanced molecules with unpaired electrons that are reactive with cell components and can cause permanent damage, which can lead to mutations and possibly cancer in human cells Oxygen-derived free radicals are the most reactive species, and are formed naturally as by-products during oxidative cellular metabolism Ascorbic Acid and Lycopene Ascorbic acid is the major antioxidant found in tomato fruit when consumed fresh Ascorbic acid provides an excellent source of electrons and can donate electrons to free radicals such as hydrogen peroxide, superoxide and singlet oxygen and quench their reactivity Lycopene is the primary carotenoid found in tomato and provides the red pigment for the color of the fruit Tomato and tomato-derived products are the main source of lycopene obtained from food in Western countries Ascorbic Acid and Lycopene in Processed Products Ascorbic acid in tomato is diminished when cooked, although the processing of tomato fruits into juice, sauce, paste, or ketchup increases the concentration of bio-available lycopene. Lycopene in tomato paste is four times more bio-available than in fresh tomatoes. 2

3 AA mg per g Lycopene mg per 100g 02/12/13 Lycopene Processing tomato fruit makes lycopene more bio-available by increasing the surface area available for digestion; and alters the chemical form of lycopene by temperature changes making it more easily absorbed into the body Lycopene has garnered much attention during the decade due to the association of lycopene-rich diets and lower risks of certain cancers, heart disease, and agerelated diseases Field and Laboratory Studies Evaluate 20 different cultivars of tomato for AA and lycopene content in fresh product Also, evaluated Rocky Top tomato in two different studies for AA and lycopene content: 1) Stage Study -harvested at 6 different stages (from mature green to red ripen stage) stored at room temp. and once fruit reached red ripe stage fruit analyzed 2) Cold Storage Timing Study -harvested at ripe ripen stage and stored in cooler at 40F pulled samples out every wk Tomato Cultivar Evaluations

4 AA mg per g AA mg per g 02/12/13 Tomato Cold Storage Timing Study BHN 871 BHN Weeks in Cold Storage Tomato Harvest Stage Study Red Light Red Pink Turning Breaker Mature Green Tomato Harvest Stage Conclusions There are definite Tomato variety differences for AA and lycopene content Red Currant high for both Cherry types high AA, while orange types low in lycopene Most large tomatoes much lower in AA and lycopene than some of the smaller types, although Fabulous and Red Brandywine had high lycopene content Conclusions AA content decreases over time in storage Red Currant Sugar Plum AA content almost twice as high in Red-Ripe fruit compared to harvesting at Mature Green Stage that is generally used for shipping purposes 4

5 Final Thoughts Convincing local growers to produce varieties and use production methods that increase nutritional value of produce is difficult Education of consumers is the key and it starts when they are young Growers face difficult decisions that must balance the advantages of delaying harvest (to increase consumer appeal and nutritional value), or increasing storage time (to increase market potential) against the risks associated with these practices Final Thoughts Consumers are attracted to availability, access, nutritional value and appeal of locally produced fruits and vegetables. These research results have the potential to increase grower revenues, due to the current consumer interest and demand for locally produced fruits and vegetables, and the interest in increased nutritional value. At the end of project, we will develop a extension publication that can be provided to consumers at point of sale Questions? Figure 1. Molecular structures of the antioxidants, Ascorbic Acid (vitamin C) and Lycopene. 5

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