Are Your Superfoods Truly Super?

Are your Superfoods really Super?...

created 01/02/09

After the EU ruled against the term ‘Superfood’ back in 2007, unless the claim can be proved, experts have found that still no real definition of the word exists. Journalist Tina Clough spoke to the team at Creative Nature, the online provider of health food products, to discover if what we consider to be ‘Superfoods’ really are that super and how developing a definition for arguments sake is anything but a walk in the park.

Greg Shaw, who helps run ‘Creative Nature’ a firm who offer Apricot Kernels, Goji berries and Spirulina amongst other foods and supplements said, “I do not agree with EU attempts to ban the term ‘Superfood’, however I do believe that a distinct definition of the term must be agreed. At one stage everything was being labeled a Superfood, foods like salmon and broccoli which are indeed nutritious but are certainly not ‘Superfoods’ came under the definition and it became everyone’s favorite marketing tool”

Mr Shaw added, “For the consumer to be able to identify the real Superfoods, it is essential that a definition exists, that way companies who are providing the real Superfoods can match their products against a list of criteria before advertising it as super.”

The dictionary definition of the word ‘Superfood’ is currently ‘a natural food regarded as especially beneficial because of its nutrient profile or its health-protecting qualities: broccoli and salmon are two of the most perfect Superfoods.’ However, according to the more accurate definition, provided by ‘Creative Nature’, neither Broccoli nor Salmon would be classed as ‘true’ superfoods.

Mr Shaw, from the online health food supplier who distribute their products to several hundred retail outlets including Waitrose, Selfridges, Wholefoods, Planet Organic and all major health food shops added, “It is important to create a distinction between what is a regular, healthy food and what is a true ‘Superfood’. I have developed a definition for our website, which addresses this issue.

 “A true definition of the word Superfood, would apply only to products with a high nutritional density and those that have sufficiently high levels of phytochemicals, minerals and vitamins.  True Superfoods should also be sourced ethically and sustainably, taking into account the environment and all living things and I wouldn’t consider a food a true Superfood unless it was either organic or wild-crafted.  This means that no pesticides or agrochemicals have been used, they should also be packaged in environmentally sound packaging. 

 “Finally, true Superfoods food should have a history of therapeutic or functional use.  All of our Superfoods at Creative Nature have been utilized by their indigenous communities for literally hundreds of years.  Due to the symbiotic relationship between plants and humans, that has evolved over millions of years, all of Creative Nature’s natural plant products are also easily assimilated by the human body. This ease of absorption is an important point which should also be incorporated into any definition.”

Mr Shaw added, “There are many Superfoods that have health benefits including Goji Berries, Barley Grass juice powder, Raw Cacao products and Maca Root.  All of which have great health benefits, it is these sorts of foods that should be incorporated into everyday diets for a healthy lifestyle.”