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CASES Super Foods: Camu Camu in Peru "Superfoods" is a new term attributed to physician Steven Pratt who used it as a title for his book in 2003. He pointed out that there are certain types of foods that are beneficial to human health beyond the conventional nutri- tional values. Although there is no legal or technical defini- tion, the term "superfoods" has become a trendy topic. A Google search yields more than six million results. Superfoods promise an ideal goal sought by many consu- mers: a product that improves life expectancy and also combats increasing obesity that developed countries, like the United States, are facing. Superfoods originated in Japan in the 1980s. Health authorities recognized that an increased life expectancy should be accompanied by improved quality of life for the expanding elderly popula- tion. Also, health care costs could be controlled through the consumption of healthy food.* Superfoods are a dynamic product within a larger market, called the func- tion foods market. According to Health Canada: A functional food is similar in appearance to, or may be, a conventional food that is consumed as part of a usual diet, and is demonstrated to have physiological benefits andlor reduce the risk of chronic disease havond basic stri 1 PARTI many as 80 percent of product launches fail to catch on due to inadequate marketing, consumer, and trade education. 10 THE POTENTIAL OF NATIVE PRODUCTS: CAMU CAMU 11 Camu camu (Myrciaria dubia) is a small tree or shrub that grows in the Amazon regions of Peru. It typically grows in the flooded areas near the river. Its fruit contains high levels of natural vitamin C, ranging from 1,500 to 2,000, and in some exceptional cases 3,130 mg of ascorbic acid per 100 grs of fresh pulp. To put this into context, camu camu contains up to 30 times more vitamin C than an orange. (An interesting video about this fruit can be found at www.youtube.com/watch? v=CYCUdy0ljGc.2) In addition to its antioxidative power, this fruit has proven to have anti-inflammatory properties,3 making it effective at promoting a healthy diet. Other key properties include astringent, anti-viral, emollient, and nutritive properties, and it contains natu-