1. Marketing mega 3 Functional Food
Intro to Croda, history , markets, size
Synergies- Omega 3 with fruit and veg. Marketing healthy and vital nutrients.
Let me introduce you to someone I know

2. What is Omega 3? Long chain PUFA’s EPA, DHA and ALA
Essential fatty acids
Found in certain oily fish and plants
Functional Food
Omega 3- a collective name for a group of
Long chain refers to the number of carbons
The most scientifically proven important of these
ESSENTIAL means exactly that
These guys are looking for their Omega 3
Where’s my Omega 3?

3. Which fish and plants? Functional Food
Sardines, anchovies, salmon, tuna and mackerel for EPA and DHA
Flax, walnuts, green vegetables for ALA
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Not tinned tuna, as the oil has been pressed out
Most fish oil capsules are sardine and anchovy derived

4. Who needs Omega 3 and why? Functional Food All of us
The human body does not produce omega 3 but requires it for normal function
It must be consumed in the diet
EPA and DHA most important for joint health, cognitive function and heart health
2 portions of oily fish per week or the equivalent in daily supplements or foods enhanced with omega 3
RDI proposed by EFSA at 250mg per day
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ALA is the vegetarians option and is converted to very small amounts of EPA and DHA by the body
Studies in the US suggest that 96,000 American deaths per year are attributable to deficiency in omega 3, mainly from preventable coronary heart disease
Many consumers don’t like oily fish, particularly children
EFSA- The European Food Sales Adversary

5. Education is the key Functional Food
Educate the consumer. Start them young!
Educate the food manufacturers
Educate the consumer and industrial media
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School Meals Project- Part of our Corporate and Social Resposibility. Greg and Laura at Snaith primary school. Year 6 pupils. Full nutritional, interactive learning with Who Wants to be a Millionaire style quiz and omega 3 bent. Sam The Salmon flyers
HAND out flyers
These leaflets are given out at schools and the pupils take them home for parents to read
Take your products to the manufacturers and educate them as to why they should include them in finished products
Put yourselves forward as a spokesperson for your particular field of expertise
Create a Meet The Experts mailer to send to newspapers and magazines
Call magazine editors and introduce yourself for commentary on your products and their benefits

6. Educational Tools Functional Food
PR and Marketing resource- internal or external or both
Secure a budget and invest in future growth
No investment, no future
Network and influence others of influence
Become members of the most recognised organisations
Have a voice or no one will listen
Keep up with national and international legislation
Use advancements in health claims to promote your products
Healthy can make you wealthy
Observe trends in other countries and be a trend setter
Trends in the US tend to cross the Atlantic
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Many companies don’t allocate enough resource or money
Join the best clubs. GOED
A group has a louder voice to get your message across
Visit exhibitions where your customers exhibit so you become a recognised face
Exhibit at the exhibitions that everyone who’s anyone visits
As soon as a new health claim is permitted for use in marketing your products use it. Be ready in advance with marketing material so that you can react instantly
Subscribe to international magazines and free alerts from the likes of foodnavigator.com. Datamonitor is expensive but invaluable to a big business
You have to create your market, sometimes pinching others ideas

7. Any Questions?
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