The Color Of Money
Grocers and suppliers alike are banking on the seductive powers of green superfoods.
Once the underdogs of the produce world, many underappreciated green veggies are finally getting their culinary due. From kale to Brussels sprouts to Swiss chard, these dark-green leafy superfoods have become the talk of the town.
The accolades won by kale in the past year alone are unprecedented. For starters,Bon Appetit magazine named a kale salad from the Brooklyn, N.Y., restaurant Battersby its 2012 Dish of the Year.
In May, Sharon Hanna's The Book of Kale, a garden-to-kitchen guide packed with 70 mouthwatering recipes, hit shelves, sparking this endorsement from University of Tennessee Associate Professor Dean A. Kopsell:"The Book of Kale is sure to bring much-needed attention to one of the most nutrient-packed vegetable crops in the world. I've researched the nutritional quality of kale for over 12 years, and it truly is a superfood."
Kale is not only healthful and tasty, it's also an affordable green. No doubt, all three factors have contributed to the vegetable's remarkable growth. According to Nielsen Perishables Group, mature kale is up 77 percent, year over year, (based on U.S. food dollar volume) for the 52 weeks ending July 21.
Vitamin Kale
According to WebMD, kale "is a nutritional powerhouse," loaded with antioxidant vitamins A, C and — especially — K; one cup of kale contains a whopping 1,020 percent of the daily requirement for that nutrient. It's also a good source of minerals such as copper, potassium, iron, manganese and phosphorus. The superfood is also rich in lutein and zeaxanthin compounds, which are known for promoting eye health.
The latest product introductions in the kale and dark-green leafy categories favor flavor and ease of use, like the offerings from Earthbound Farm. San Juan Bautista, Calif.-based Earthbound recently introduced Organic Mixed Baby Kales and Organic Power Greens, a mix of baby kales, baby spinach and baby chards.
"We chose the name Power Greens because the blend is powerfully nutritious," explains Samantha Cabaluna, Earthbound director of communications, who predicts the most significant growth will come from superfoods that are super-simple to prepare. "People who have heard a lot about how healthy kale is, but who were a bit intimidated by the bunch of mature kale, have really flocked to the baby kale because it's tender, sweet and ready to eat, with no prep."
And flocked they have. Because baby kale is a relatively new product, the growth has been astronomical: Cabaluna points to figures from Nielsen Perishables Group that show growth of more than 3,500 percent in the past year.
Earthbound is also winning over scores of consumers with its flavorful and convenient Power Greens, notes Cabaluna. "If people have to go through a multistep prep process or if the flavor isn't satisfying, the lure of the superfoods will only appeal to the hardcore health-focused crowd."
Sprouting Sales
Brussels sprouts have arrived.
From coast to coast, everyone from celebrity chefs to food bloggers to soccer moms is sharing his or her favorite way to eat these bite-size spheres of nutrition.
"If the Seattle food scene had a mascot, it would likely be a Brussels sprout," writes one Seattle Weekly blogger. Across the country, Serious Eats New York recently touted its 12 favorite Brussels sprout dishes in the city that never sleeps. The choice wasn't an easy one, notes the website, as it "seems like these days, just about every NYC restaurant has the little green guys on the menu."
As consumers gain exposure to well-prepared Brussels sprouts in restaurants, they're more game to try them at home. Consider the soaring value of Brussels sprout crops in California, the country's largest producer of the leafy vegetable. According to the 2011 Agricultural Crop Report from San Mateo County, one of the state's leading sources of the vegetable, Brussels sprouts topped the list of the county's vegetable crops last year, with a value up by nearly $1 million over the previous year.
"Brussels sprouts are enjoying a resurgence in popularity," notes Lorri Koster, spokeswoman for Salinas, Calif.-based Mann Packing Co., which recently added Brussels sprouts to its line of fresh, washed and ready-to-eat vegetables. The veggies are trimmed, washed and packaged in a 12-ounce microwave-steamable bag.
A cultivar of the same species as kale and broccoli, Brussels sprouts are a good source of vitamins A and C, folic acid, and fiber. Studies have also shown that the leafy green vegetable may protect against some forms of cancer.
Broccoli Boost
While green vegetables like Swiss chard, kale and Brussels sprouts have their share of newer devotees, broccoli has been a superfood favorite for some years now. A search of the Food Network website produces a staggering 681 recipes for the popular green florets.
The well-established health benefits of broccoli — it's rich in the antioxidant vitamins A and C, as well as a good source of beta carotene, calcium, vitamin K, folate and fiber — ensure that this timeless vegetable remains a top seller.
Now the folks at Apio Inc. are upping the ante on broccoli's health credentials. The Guadalupe, Calif.-based company recently introduced Eat Smart Beneforté broccoli. The ready-to-eat florets, packaged in Apio's BreatheWay technology, are a special type of broccoli that's a cross between commercial broccoli and a rare Italian variety.
According to Apio, Beneforté helps to boost the body's antioxidant enzymes at least two times more than other broccoli, as it naturally contains two to three times the phytonutrient glucoraphanin, which is found in commercial broccoli. Glucoraphanin helps maintain the antioxidant activity of vitamins A, C and E in the body.
"People who have heard a lot about how healthy kale is, but who were a bit intimidated by the bunch of mature kale, have really flocked to the baby kale because it's tender, sweet and ready to eat, with no prep."
—Samantha Cabaluna, Earthbound Farm
"Brussels sprouts are enjoying a resurgence in popularity."
—Lorri Koster, Mann Packing Co.
The Chard of the Matter
While kale has surged in popularity, Swiss chard has been slower to gain recognition. Although it's a widely used vegetable in the Mediterranean, American consumers are less familiar with the nutrient-dense and delicious leafy green.
But with scores of celebrity chefs, like the Food Network's Ted Allen, and publications, including The New York Times and The Huffing-ton Post, touting the health and culinary benefits of chard in the past few months alone, the succulent secrets of this flavorful member of the goosefoot family are finally out.
What makes Swiss chard a superfood? It's an excellent source of vitamins K, A and C, as well as a good source of magnesium, iron and fiber.