Better Broccoli

Apio, Monsanto partner to boost nutrients naturally

It’s common knowledge that fresh produce is good for you – and one produce company has invested in research that improves on the nutritional benefits of fresh broccoli.

Apio Inc. introduced its newest product line called Beneforte at the Produce Marketing Association Fresh Summit, Oct. 15-18 in Orlando. The first product introduced was Beneforte Broccoli, which offers consumers increased antioxidant activity through critical phytonutrients.

“You know broccoli is good for you, and now Beneforte broccoli brings a natural improvement so that you can get more from your broccoli while maintaing the great flavor and quality you expect,” said Ron Midyett, chief executive officer for Apio. “We are happy to provide a new, great-tasting product that will help meet consumer demands for nutritious, convenient products.”

The product contains critical phytonutrients that boost the bodies response to antioxidants, Midyett said. The Beneforte broccoli boosts antioxidant enzyme levels two to three times that of other broccoli varieties, he said. That’s because it contains two to three times more glucoraphanin, a phytonutrient that boosts antioxidant enzyme levels. That helps the body maintain the antioxidant activity of vitamins A, C and E, according to the company.

“It’s not an antioxidant – it’s better. It makes the antioxidants last longer,” Midyett said.

The Beneforte broccoli will join Apio’s Eat Smart line of products in retail chains in 2011 and will be packaged in Apio’s Breatheway membrane that extends shelf life and quality. And it broccoli tastes no different than other commercial varieties, Midyett said, and can be eaten raw or cooked.

“It tastes just like broccoli. No one has to change their eating behaviors. They can do the same thing and improve their diet and nutritional intake,” Midyett said.

The broccoli was a multi-year project between Apio and Monsanto Vegetable Seeds Division. Over 10 years, Monsanto breeders have bred in a wild broccoli variety from southern Italy with commercial broccoli. The wild variety from Italy has an increased natural production of glucoraphanin, which can be found in broccoli, cauliflower, brussel sprouts and kale.

The company stressed that the development is all natural, using standard breeding practices and not genetically modified material. And because the company will be marketing the new product with its added beneficial nutrients, the claims on the package will be approved by FDA.

“We were very careful that what we’re saying here is truthful and accurate,” said David Stark, vice president of consumer benefits for Monsanto.

Stark said the broccoli is the first in a consumer benefits platform. Monsanto is working on additional broccoli and cauliflower products for Apio that offer the desirable traits of improved nutrition, color, flavor, texture, taste and aroma.

“Vegetables are the best choice for the nutrient-rich diet needed to address rising health issues like diabetes and obesity,” Stark said. “We hope that by developing new varieties, like Beneforte broccoli, people will enjoy eating more vegetables and be healthier in the process.”

Midyett said Apio’s goal is bring flavor and nutrition back to produce, while still offering all the convenience customers have come to expect.

“According to a recent Centers for Disease Control and Prevention report, only 26 percent of Americans eat vegetables three or more times a day,” he said. “Helping people adopt a healthier lifestyle by offering products with great taste, convenience and nutrition is the focus of our Eat Smart line. Beneforte is a great addition to our product options, making broccoli, which is a naturally good source of the antioxidant vitamins A and C, even better.”

Apio also is working to improve health through donations to the National Breast Cancer Foundation. The company rolled out a special edition pink tray with Breast Cancer Foundation logos for its 22-ounce Eat Smart Petite Vegetable Trays. The pink tray promotion ran in October, Breast Cancer Awareness Month, and Apio donated about 20 cents from every tray sold to the National Breast Cancer Foundation, for a minimum donation of $25,000.

Apio’s pink tray, along with the manufacturer of the tray, Clear Lam, were recognized at Fresh Summit with one of six Impact Awards from PMA. The honorees were selected by judges representing different areas of the industry and scored for their excellence in marketing, food safety, supply chain efficiency/functionality and sustainability. Twenty five finalists were selected from more than 70 submissions, and the six winners were selected. PMA typically gives out five Impact Awards, but a tie this year resulted in six awards.

-by Scott Christie, Managing Editor