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Functional Food Companies Can Benefit From The Emerging Personal ROI Trend

March 15, 2010: 10:56 AM EST
Growing insistence on extracting more emotional and social value from purchases – a “personal return on investment” – means that consumers these days are concerned about more than product cost and functionality. They are also concerned about fair trade, resource management and corporate social responsibility. Functional food producers should take note, because health-conscious consumers are not only increasingly aware of the cost and nutritional value of functional foods they purchase. They are also aware of environmental and social issues, and concerned about the social responsibility levels of companies they deal with. Are they, for example, committed to the principles of fair trade? According to Maryellen Molneaux, “opportunities exist for marketers of functional foods and beverages” who “promote value differential” and can help consumers increase their personal ROI.
Maryellen Molyneaux, "Personal ROI on Functional Foods", Food Product Design, March 15, 2010, © Virgo Publishing, LLC
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