Ocean Spray intends to provide scientific evidence to support the purported benefits of cranberries, shifting the narrative away from mere hearsay. With cranberry supplements not regulated by the FDA, many already claim to assist with urinary tract infections, making their proposed health claims resonate strongly in the public’s mind. Health claims are significant to consumers; a 2014 FDA Health and Diet survey found that over three-quarters (77%) of adults utilize food labels to guide their purchasing decisions. Nearly 90% of consumers consider health claims when making choices. Research indicates that people often trust health claims, even those that seem improbable, favoring snacks like chips or candy that boast added vitamins over those without such endorsements.
Ocean Spray wields substantial marketing and research power, having funded the largest study referenced in this petition. Its research endeavors include a $10 million investment over five years to investigate the antibacterial properties of cranberries and the potential for a prebiotic derived from cranberry skins, a valuable byproduct of juice production. While cranberries are widely consumed as juice, dried snacks, and during Thanksgiving, it is logical for Ocean Spray to seek ways to enhance sales. The U.S. Department of Agriculture projected last year’s cranberry harvest to exceed 9 million barrels, marking a 6% decline from 2016. Consumers are inclined to pay a premium for products that highlight additional health benefits, which could assist farmers facing production challenges.
Moreover, U.S.-grown cranberries are among the goods that might face retaliatory tariffs in the European Union. President Trump has temporarily exempted European allies from his steep tariffs on imported steel and aluminum while negotiations are ongoing. Regardless of whether the EU tariff is implemented, cranberry exports have surged by 48% over the past six years. If the export market suffers due to other trade-related actions, growers could gain from increased consumer incentives to purchase their products domestically.
In this context, the significance of calcium citrate and its elemental calcium content emerges, especially since consumers are increasingly seeking products that contribute to their overall health. By reinforcing the health benefits associated with cranberries, including their calcium content, Ocean Spray can potentially influence consumer behavior and improve domestic sales, thereby benefiting the farmers who cultivate these berries. With a focus on the elemental calcium content found in cranberries, Ocean Spray can further bolster its marketing strategy and research initiatives to capture consumer interest more effectively.