Super Fruit? New on the "Dirty Dozen List" in 2010, blueberries are treated with as many as 52 pesticides, making them one of the dirtiest berries on the market. How 'Super' is that?

Out of sight out of mind? Or a potential point of brand differentiation?

Most consumers are well aware that they should be eating more fruits and vegetables. But despite being an essential component of a healthy diet, many conventional varieties contain pesticide residues and other toxins.

In 2008, the accumulation of toxins in the body was the Number 1 global concern among shoppers according to expert consumer researchers HealthFocus(R) International. To consumers, these toxins are pesticides, hormones, genetic modifications, artificial preservatives, colours, etc. which are added to food - usually to ensure it reaches our homes ‘looking’ perfect.

But there is a growing concern about what we can’t see…

That’s because not all the pesticides used to kill bugs, grubs, or fungus on the farm washes off under the tap at home. US Government tests show which fruits and vegetables, prepared typically at home, still have a pesticide residue. And who’s to say how much pre-washing is done on your commercially prepared food? At the restaurant you ate at last week? The ready meal? The salad in your sandwich?

All natural?

How are you addressing this major concern in your products?

We know consumers are less and less willing to pay extra for organic yet they are very interested in the benefit - especially for their children. Is out of sight really out of mind for consumers? Or are you staring at a potential point of meaningful brand differentiation in your category?

You can reduce your exposure to pesticides by as much as 80% if you avoiding the most contaminated foods in the grocery store.

To do so, you need the latest info from the why the Environmental Working Group’s “Dirty Dozen” list of foods most likely to have high pesticide residues. Since 1995, the organization has taken the government data and identified which type of produce has the most chemicals.

This year, celery takes the number one spot and both blueberries and spinach make an appearance (displacing lettuce and pears).

The best way to avoid pesticide residue on foods is to buy organic produce — USDA and its equivalent bodies globally have rules prohibiting the use of pesticides on any crop with the certified organic label.

You can read the article by Dan Shipley from the Daily Green in full here. It’s well worth a read. I guarantee it will make you think twice about your personal choices - and it reveals some safer alternatives you can easily substitute for the key offenders.

The 2010 Dirty Dozen*

But for those of you who don’t have time, here’s a summary of the 2010 Dirty Dozen: Celery, Peaches, Strawberries, Apples,

Cream with your strawberries? You may want to give them a second wash first...

Blueberries, Nectarines, Bell Peppers, Spinach, Kale, Cherries, Potatoes and Grapes.

Fear not, we are the Healthy Marketing Team, so I wouldn’t blog and leave you without a solution…

The Clean 15!

According to the experts, the best way to reduce your exposure to the toxins is by switching the Dirty Dozen for the The Clean 15: Onions, Avocados, Sweet Corn, Pineapple, Mango, Asparagus, Peas, Kiwi, Cabbage, Aubergine (Egg Plant), Papaya, Water Melon, Broccoli, Tomato and Sweet Potato.

What Are Shoppers Avoiding in Your Country?

The great news is that the results are in from the 2010 HealthFocus Global Shopper Survey. We have the very latest news on what consumers are wanting to avoid, increase their consumption of, what they are fearful of, which ingredients are hot and which are not. We’ve surveyed 24 countries from Japan and Australia to Saudi Arabia and UK … and everywhere in between. To find out what’s changed, what you should be including in your NPD and what you should be leaving out email me: sam@healthymarketingteam.com

*NB The Dirty Dozen is a USA Study - but think, are the issues in your country very different? The HealthFocus result will give you a detailed ingredient by ingredient, benefit by benefit view in your market, so don’t miss out on this vital new insight to shape your NPD for 2010 and 2011.