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Europe’s door open for 'superfruit' baobab
The door is open for African baobab fruit powder to be used as an ingredient in European food and drink products. The decision follows nearly four years of work by PhytoTrade Africa to gain approval for baobab under the European Union’s strict novel foods legislation. At present PhytoTrade Africa and its partners are the only organisations with approval to supply baobab into Europe.
‘It has been a long and complex process but the potential rewards are more than worth it,’ said Cyril Lombard of PhytoTrade Africa.
‘Baobab’s impressive nutritional credentials offer food companies a new and exciting way to target the lucrative European market for natural and healthy eating products. In return, sustainable use of baobab as an ingredient in Europe will deliver on-going life-changing income to some of the poorest people in southern Africa’ he continues.
Baobab – otherwise known as the Upside-Down Tree, Tree of Life or Monkey Bread Tree – is a familiar sight in the African landscape and has long played an important part in African culture and folklore. The huge trees can live for over 1000 years. They produce an abundance of hard-shelled fruits and the seeds inside are coated with a dry, white powder. It is this powder that is being heralded as Africa’s new “superfruit”.
Studies have reported that baobab fruit powder can contain up to six times as much Vitamin C as oranges, and more than ten times as many anti-oxidants. It has also been found to have twice as much calcium as milk, which explains why it has been used for centuries by African people as a traditional tonic for pregnant and nursing women, children and the elderly. Baobab fruit powder is also reported to be high in potassium and magnesium as well as having pre-biotic qualities, useful for maintaining good intestinal health. Product concept research, commissioned by PhytoTrade Africa shows that baobab fruit powder is particularly suitable for use in fruit drinks, cereal bars, desserts, baked goods, jams and fillings.
‘The response from manufacturers has been immediate and intense, helped along by extensive media coverage across Europe,’ said Cyril Lombard. ‘We are meeting with dozens of companies, including several of the big global names, to discuss how baobab can fit into their product line-up and what their supply requirements might be. The first products could be on shelf within six to 12 months.’
Opening Europe’s door to baobab has been dubbed ‘a lifeline to millions’ by PhytoTrade Africa’s CEO, Gus Le Breton, who said, ‘The UK’s Natural Resources Institute tells us there is enough wild baobab in southern Africa to generate a billion dollar global trade. More than 2.5 million families could make a living from sustainably harvesting the fruits.’
PhytoTrade Africa is also working to develop the US market for baobab fruit powder and has prepared a GRAS (Generally Recognised as Safe) notification dossier for the US Food & Drug Administration (FDA). It is hoped that baobab products will be available in the US in time for the 2010 World Cup in South Africa in order to capitalize on the predicted wave of consumer and marketing interest in all things African.
Charter for sustainable future of Devil’s Claw
PhytoTrade Africa plans to launch a Devil’s Claw Stewardship Charter in 2009 as part of its drive to develop an ethical and sustainable global market for this Southern African medicinal plant. Devil’s Claw grows in arid regions across Southern Africa, particularly in Namibia, Botswana and South Africa. Its roots, when dried, have anti-inflammatory and analgesic properties. As a result, Devil’s Claw is gaining popularity, especially in Europe, as a herbal treatment for chronic conditions such as osteoarthritis and back pain.
The Stewardship Charter will help to address challenges faced by the Devil’s Claw industry, such as potential over-harvesting in some areas, poor rates of pay for harvesters and variable traceability. PhytoTrade Africa is also working to increase the proportion of Devil’s Claw production that is organic or fair trade certified.
‘We are committed to involving the entire industry in the development of the Charter,’ said Arthur Stevens, PhytoTrade Africa’s Supply Development Manager. ‘That means everyone from the local communities who harvest Devil’s Claw to the European companies who manufacture the end product. The African national governments who manage harvest permits and determine export legislation are also central to the process.’
Botswana business scoops award for natural products
WildFoods of Botswana has won the 2008 PhytoTrade Africa Natural Products Award for its Marula Stix snack product made from marula pulp.
Marula Stix are already popular with tourists in Botswana and are offered by Air Botswana to all their passengers. The award is offered to a Southern African business that has demonstrated commitment to developing ethical and environmentally sustainable products with natural ingredients. It was presented to WildFoods at the Natural and Organic Products Exhibition in Cape Town in October 2008. WildFoods wins a cash prize of R20,000 and an all-expenses-paid booth at the 2009 Natural & Organic Products Exhibition.
Commenting on the winner, Awards judge Saliem Fakir said, ‘What struck me is the novelty of the Marula Stix product, the versatility of it and the fact that they have done it without a lot of financial backing. It is a unique take on an iconic African resource. WildFoods has demonstrated commercial potential and a positive impact on livelihoods in rural Botswana.’
The PhytoTrade Africa Best in Show Award at the 2008 Natural & Organic Products Exhibition was won by Red Cedar for its range of high quality and hand-made rooibos-based soaps and body care products. Red Cedar received a cash prize of R10,000 and an all-expenses-paid booth at next year’s exhibition. www.redcedar.co.za
On our radar...
Carbon neutral
As world leaders meet in Poland at the UN Convention on Climate Change, it has never been clearer that this issue is one of the greatest environmental challenges facing the world today. PhytoTrade Africa is not only now calculating our own carbon footprint, but also plans to calculate our entire supply chain – from our producers and members to our clients and partners. Steps have already been taken to reduce our current footprint and we plan to offset our emissions through members’ externally verified forestry projects. Through the reduction of emissions and offsetting projects, PhytoTrade Africa is dedicated to address the current footprint, with the fundamental aim of becoming a carbon neutral supply chain.
PhytoTrade Africa Accredited Partner, African Earth Skin Care to launch natural skin care range.
This exquisite new range uses certified African ingredients from Phytotrade Africa including kigelia Africana extract; marula, baobab and manketti oils; and shea and mafura butters. It will soon to be available in South Africa and the United States from selected retail outlets, independent pharmacies and health food shops.
The products are free of parabens, artificial colorants, perfume and petroleum derived ingredients and contain no other hidden nasties. The range carries the Truth in Labeling Pledge and has been awarded “Accredited Partner” status by Phytotrade Africa. Executive Director and product developer, Janine Halsted says "It’s a dream come true to bring Africa's bounty to the world. It has taken 15 years of research and development to get to where we are today. We now proudly present a completely natural range of products that not only feel good but really enhance the skin and combat environmental damage."
For further information contact:
Lucy Welford, PhytoTrade Africa
lucy@phytotradeafrica.com
Phone +27 21 790 5707
Mobile +27 763 750220
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