MINNEAPOLIS – Cargill will explain the value of ingredient branding in helping communicate complex health messages to consumers around the world during Food Ingredients Europe (FIE), Nov. 29 through Dec. 1 in Paris, France.  David Henstrom, general manager Europe for Cargill Health & Food Technologies, will offer insights on the value of ingredient branding as it pertains to obesity-related health concerns, such as heart, joint and bone health.  The FIE is one of the largest food ingredient shows in Europe with more than 17,000 attendees.
         
Henstrom explains: “Obesity is a growing issue globally with major effects on cardiovascular disease, diabetes, and joint health to name a few.  While tackling this issue demands a multi-faceted approach from many stakeholders, the food industry is making strides in delivering functional food solutions that can make a real difference.  But more can and should be done to better communicate the message of benefits to the consumer.” 
         
Henstrom’s presentation, scheduled for the early afternoon FIE session, Wednesday, Nov. 30, will first explore the global obesity situation’s effect on related major diseases.  It will then focus on the benefit of well-executed ingredient branding in bringing the benefits delivered by functional foods to the consumer.
           
Henstrom adds that Cargill’s proprietary marketing research indicates that the majority of consumers in selected European markets think seriously about the healthfulness or nutritional value of what they eat. “Good tasting, efficacious functional foods are experiencing a greater acceptance by mainstream consumers than ever before,” said Henstrom

Cargill’s branded ingredients that target obesity related health issues include the CoroWise™ Naturally Sourced Cholesterol Reducer™ brand of plant sterols, Prolisse™ soy protein isolate and Barlív™ barley beta glucan.  These products will be featured at Cargill booth #S18 in Hall 4.

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Cargill is an international provider of food, agricultural and risk management products and services. With 124,000 employees in 59 countries, the company is committed to using its knowledge and experience to collaborate with customers to help them succeed. For more information, visit http://www.cargill.com.