Selling Green Superfoods

The traditional supplement category of green nutrients is energized.

It is said that plants’ “blood,” chlorophyll, is astonishingly similar to human hemoglobin—chlorophyll has magnesium where hemoglobin has iron. This factoid is not only interesting for knowledge-hungry customers but serves as a basis for the high relevance of the green food/superfood category.

“Eating greens makes sense from every perspective,” asserted Ron Seibold, co-founder of Pines International, Kansas. “Chlorophyll is the ‘blood of plants.’ When you look at the chlorophyll molecule’s structure compared to the heme molecule, the basis of blood, they are nearly identical with the magnesium at the center of the chlorophyll molecule and iron at the center of the heme molecule.”

He added that chlorophyll uses the energy of the sun to convert water and carbon dioxide into food and oxygen. Blood transports oxygen and food to the cells, releasing the energy captured from the sun by plants. The by-products are carbon dioxide and water that allow the cycle to begin again.

According to Seibold, wheatgrass is the original green food, and was introduced by Charles Schnabel, known as the father of wheatgrass, and a team of other scientists. These green food supplement category pioneers conducted the original research on wheatgrass and other cereal grasses starting in 1932 on crops from the farm now owned by Pines. “Dozens of medical studies in the 1930s led the American Medical Association in 1939 to declare that cereal grass from our farm was a nutritious dark green, leafy vegetable,” he said. “That declaration is still on their website.”

He added that Schnabel and his team also conducted numerous studies to determine when cereal grass reaches its peak nutrition. They found it occurs for only a few days in the early spring. The leaf tips harvested produce less than 200 kilos of dark green powder per acre, with nutrition much more significant than other vegetables. Their research also proved that green food powders must be packaged in nitrogen-packed, oxygen-free amber glass bottles to protect from oxidation.

Kristen McPhee, nutritionist, NOW, Illinois, explained that a supplement characterized as a “green food” typically is one that includes any plant-based ingredient that is rich in chlorophyll, which is the green pigment. A green food is often referred to as a green “superfood” when the plant-based ingredient is not only rich in chlorophyll but is also a source of other nutrients such as amino acids, vitamins and minerals, she clarified. “In other words, a green superfood is nutrient-dense, providing a powerhouse of nutrition with comparatively few calories or mass.”

Kat Wiranowski, director of marketing, Colorado-based Organic India USA, described, “We think of superfoods as ingredients that can be added to the diet and are rich in a variety of micronutrients that make them especially beneficial for health and well-being. For example, she provided, ayurvedic herbs like turmeric fit the company’s definition of a superfood and is a familiar staple of Indian cuisine. Other such notable herbs include moringa and amla, aka Indian gooseberry.

Dawn Thorpe Jarvis, senior director nutrition science & educational content, Florida-based Garden of Life, observed that most consumers typically think of greens as being green veggies like broccoli, cabbage and kale. And ”superfoods” is a term used primarily by the food industry to describe a wide variety of foods ranging from salmon to most berries, and greens like broccoli because these foods are packed with nutrients.

She explained that while both are general terms, “green foods” are plant foods that are naturally green in color due to the presence of chlorophyll, so green foods include all green vegetables, green herbs and green edible plants, as well as green juices, sea veggies and green algae. “The term ‘superfoods’ is harder to define because it encompasses such a wide range of foods and is not actually a scientific term,” she commented. However, “we can clarify this term by saying that ‘superfoods’ are considered rich sources of health protective nutrients including antioxidants, polyphenols, vitamins, omega-3 fatty acids and fiber.”

The key characteristics of green and superfood supplements are high nutrient-density, cleansing and alkalizing, according to McPhee. They are often used as part of a 14- to 30-day natural detoxification program and/or to support the body’s natural detoxification processes and overall health and well-being. “Consumers of green foods and other superfood products are often looking to support their body’s detoxification. They may also be looking to support a healthy diet to ensure that they meet their daily nutritional needs,” she observed.

Thorpe Jarvis agreed, noting that consumers of green foods and superfoods are typically health-conscious shoppers who are concerned that they are not consuming the recommended amount of nine servings of fruits and veggies daily and they seek the health benefits gained from eating a wider array of greens and other colored nutrient dense foods. The benefits they seek include better energy, healthier blood and skin, prevention of chronic illnesses, optimal immune health, as well as the anti-aging protective benefits of various nutrients.

In all four locations of Your Healthy Place in Wisconsin, owner Tim O’Brien confirmed that many of his customers “do understand the power and need for greens. They understand the benefits of green supplements—however, they do not know the difference in quality and content.

Although immunity, nootropics, stress/mood/sleep and energy tend to get the lion’s share of attention, the greens/superfoods category is performing more robustly recently. According to Grand View Research Report, the global superfood powders market size was valued at $6.14 billion in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 7.2 percent from 2022 to 2030.

And although immune health has catapulted to many consumers’ top-of-mind, Thorpe Jarvis noted that this concern over the past couple of years has helped surge the greens/superfoods as well as they are often perceived as supporting immune wellness. Additionally, she noted, “with changing lifestyles and modern eating habits there has been a trend toward consumers seeking superfoods and convenient ways to pack immune supporting nutrients into their busy stressful lives. Also, with longer lifespan, there is a demand for nutrients to support longevity and healthy ageing, including cognitive wellness.”

Like the rest of the dietary supplement market, observed McPhee, sales for this category have steadily grown over recent years due to increased interest in adopting healthier diets and lifestyles, particularly during and after the global pandemic. “Health-oriented consumers are looking to incorporate more functional foods into their smoothies, fresh juices, and other healthy beverages,” she said. “Of all the segments within this product category, spirulina has been our most popular; grass-based products such as alfalfa and wheatgrass are also gaining popularity.”

However, Seibold sees that “the market has devolved, not evolved. Many green food producers report a recent slump in sales. I believe the cause is the many poor-quality products with limited nutritional content. The hype behind them is often ridiculous, with silly claims of pounds and pounds of vegetables and fruit in every scoop. Consumers who believe the hyperbole quickly discover that the products have poor color and do nothing to improve their health. These low-quality products hurt the good green food products on the market.”

The Taste Factor

A hurdle to persuading more customers to incorporate any of the quality green foods/superfoods products is often its very greenness both in color and in taste. However, offered Wiranowski, “Sometimes a shift in perspective is all it takes to shift perception. Our taste buds are adaptable. When a person understands that what they’re tasting is a direct result of the benefits of the plant, then shifting from ‘yuck’ to ‘this is helping my body perform at its best’ might be all it takes.”

And while it’s a no-brainer, Wiranowski and others strongly suggest sampling. She suggested, “A good starting point to incorporate greens in a more intentional way would be smoothies. They are a simple and easy vehicle for incorporating green superfoods in one’s diet without added sugar or preservatives, with the benefit of combining them with a variety of other whole foods. Taking a hint from the many cuisines from around the world that incorporate herbs into their dishes, one could easily find ideas for compatible flavors with a quick recipe search.”

McPhee believes that if a customer expresses his/her distaste for green or other superfoods, whether from produce or supplements, “then it is probable that they are not meeting their daily nutritional needs by eating sufficient amounts and types of fruits and vegetables. Therefore, they may benefit from some supplementation.”

She added that retailers should remind consumers that there is no “yuck” factor with capsules. Agreeing with Wiranowski, McPhee stated that powders are a great introduction to green foods because they are typically mild in taste and almost unrecognizable when integrated into smoothies, fresh juices, and other healthy beverages or sprinkled onto foods. “Providing recipe ideas and reinforcing the small serving size may also help consumers to successfully integrate these nutrient-dense foods into their diets,” she suggested.

When working with customers in the greens section, O’Brien stated, “I am upfront with customers. I say, ‘If you take it straight it tastes kind of like your front lawn.’ However, I then give them a few ideas like mixing it with orange or another fruit juice and also in their favorite flavored protein shake.”

Thorpe Jarvis noted that many greens products are flavored to help consumers get beyond the grassy taste.

Greening Up Your Shelves

The greens/superfoods category is exciting with a diversity of options that are growing.

NOW offers Alfalfa tablets (650 mg); Chlorella capsules (100 mg), liquid (16 fl. oz.), powders (4 oz., 1 lb.), and tablets (500 mg, 1,000 mg); Kelp capsules (325 mcg iodine), powder (8 oz.), and tablets (150 mcg iodine); Spirulina capsules (500 mg), powder (4 oz., 1 lb.), and tablets (500 mg, 1,000 mg); and Wheatgrass powder (9 oz.). Many of these greens/superfood products are certified organic.

“Our products are great for consumers who want affordable “a la carte” options. Smoothie enthusiasts particularly love our powders,” McPhee reported. “A bonus for consumers is our products’ enhanced safety compared with conventional foods.”

NOW tests each ingredient for identity and appropriate nutrient profile, while also testing to enforce strict limits on environmental contaminants such as heavy metals and microbes, with a zero tolerance for pathogens. “We also do a full pesticide screening at least annually on all raw materials derived from plant sources to assure product safety, which also serves to confirm the integrity of our many certified organic ingredients, including greens and superfoods,” she stated.

Garden of Life’s Raw Organic Perfect Food is a raw, organic, whole food nutrition supplement providing naturally occurring chlorophyll, antioxidants, enzymes, amino acids, essential fatty acids and dozens of phytonutrients, according to Thorpe Jarvis. “Rich with prebiotics, probiotics and enzymes to support healthy digestion and nutrient absorption, Raw Organic Perfect Food is a convenient, delicious way to get veggie juice every day,” she described.

Raw Organic Perfect Food Energizer is a rich source of chlorophyll, beta-carotene, B vitamins, minerals, protein and amino acids from raw organic USA-grown grass juices—dark green juices such as spinach, parsley and kale, protein-rich sprouts and juiced-up super antioxidant fruits such as raw organic blueberries, strawberries, raspberries and Indian amla berries.

Garden of Life’s Perfect Food Berry Super Green Fruit & Veggie Formula is made with 49 nutrient-rich and whole food-based ingredients to ensure your body receives the nutritional benefits of fruits and vegetables. Providing 4,340 mg of greens per serving, Perfect Food Berry supplement contains 21 vegetable juices, 12 fermented sprouted grains and legumes, eight marine plants, and seven fruits and berries, five of which have been freeze-dried to maintain nutrient delivery and fresh taste, Thorpe Jarvis noted.

She described, “An excellent source of natural antioxidants including vitamins A and C, Perfect Food Berry features a fruit blend of strawberry, raspberry, blueberry, blackberry and tart cherry that contributes to an ORAC value of 2,000 TE per serving, approximately 20 percent of the antioxidant value of a healthy diet with the daily recommended five servings of fruits and vegetables. In addition, Perfect Food Berry includes a Protein Mineral Matrix of spirulina, chlorella and other marine superfoods, and delivers 1 billion¹ live cell count per serving, with 10 probiotic strains to support digestive health.”

Beets have been gaining esteem and use in consumers’ healthy lifestyles, who are likely familiar with advertising by SuperBeets chewables. Garden of Life provides beet superfood products that are formulated with support nutrients for a more synergistic nutritional approach.

Thorpe Jarvis explained, “Specifically formulated with key ingredients that support the body’s own natural detoxification systems, beets contain compounds like betaine and folate which support cellular health. Beets also play an active role in supporting healthy liver function.” Garden of Life Beets Detox also contains 1.2 g of organic apple cider vinegar, unrefined and fully fermented to retain all the desired benefits.

Superfood supplements do go beyond greens and grasses. For example, Organic India’s superfoods are all used in traditional Indian foods and medicines. For example, pointed out Wiranowski, ceylon cinnamon, also known as “true” cinnamon, is an ayurvedic superfood that is high in polyphenol antioxidants. Featured in the company’s spiced teas, spiced pre- and probiotic psyllium fiber and concentrated on its own in capsule form, Ceylon Cinnamon is a plant “with huge benefits beyond its delicious, iconic flavor,” she described. One study confirmed that as far as antioxidant activity goes, cinnamon outranked garlic and oregano. The spice also helps support healthy inflammatory response, blood sugar metabolism and immune function.”

Amla is a superfood that Wiranowski said is prized for its vitamin C and rich antioxidant content. Research has noted that it is at once an adaptogen, restorative, diuretic, gentle laxative, liver tonic and even a hair restorative. Organic India’s wildcrafted amla is offered as a single supplement and in other combination supplements. The company also offers an amla powder that is suitable for smoothies as well as for topical uses.

Moringa, said Wiranowski, is known to be an exceptionally potent ayurvedic green food. In its whole form, moringa contains a wide variety of essential nutrients, such as vitamins C, B6, B2 and A, as well as minerals iron, calcium, magnesium and potassium plus plant protein. “Due to its energizing, cleansing and immune-supporting properties, Organic India features moringa in powder, capsule and tea forms for convenient whole system detox and revitalization,” she commented.

Organic India also offers turmeric, the popular golden spice found in various cuisines, which, emphasized Wiranowski, has earned superfood status for its antioxidant action and ability to support a healthy inflammatory response. Its active ingredient, curcumin, helps alleviate discomfort in the muscular, respiratory and digestive systems of the body. We have a turmeric formula supplement that pairs turmeric with other spices like black pepper for maximum absorption. We also feature the golden root in many of our teas, including the best seller of our most popular teas.

Green Vibrance, from Vibrant Health, is the company’s original superfood/greens supplement, launched in 1992. According to the company, the original formula contained 38 ingredients all blended to provide antioxidant protection, aid in detoxification and support healthy GI function. New from Vibrant Health is Green Vibrance & Protein containing more than 70 superfoods and plant proteins. It is targeted for active lifestyles and weight management, with 25 billion CFUs of 12 probiotic strains.

Pines International provides all-organic wheatgrass tablets and powder in various counts, all packaged in oxygen-free brown glass bottles that preserve the freshness of the nutrient content.

Green foods/superfoods supplements are likely only going to increase in consumer demand. Retailer O’Brien has a way of encouraging his customers to try these supplements. “I love to remind our customers that taking green supplements daily can have a large impact on their health. Certain illnesses thrive in an acidic environment and die in an alkaline environment.” VR