BIC Innovation, the New Product Development Specialists have been studying the markets for the initial crops being trialled by MENTERRA. This work, along with the technical appraisals being conducted by the other project partners, will allow an insight into the likely success of growing, processing and selling each crop. By adopting a partnership approach, it focuses on the crops offering the greatest commercial potential.

The selected crops that demonstrate the highest potential, will be studied in detail, allowing BIC to assess whether the crop can be successfully grown and cultivated to produce alternative products, offering added value in a sustainable environment.

The initial study looked at areas such as :-

• Key Trends – what are the factors that might make customers buy more or less of this product ?
• Market Size and Share – Is it a large, existing market, or a smaller newer market – is there room for another producer ?
• Processing – what are the stages involved in taking the crop from the field to the finished product ?
• Key Players
• Distribution

Some of the crops being trialled are well positioned to take advantage of the growing functional foods market, as well as other uses. Functional foods are foods that have a specific function besides their nutritional value. For example, Benecol products; margarine, yogurts and drink can help to lower colestorol.

A number of market trends are expected to add to the demand for these products, including :-

• Consumer awareness of the deterioration of their health
• Increased self medication (reduced government healthcare expenditure is leading to increased personal responsibility. The increasingly educated public does not always feel the need to consult a doctor)
• More information from health authorities and media on nutrition and the link between diet and health
• Scientific discoveries in nutrition research – more functional ingredients are being discovered
• Crowded and competitive food market - more choices, more products.

All of these factors have led industry experts to predict that this market will grow by 40% between 2003 and 2008. Could this be the turning point for agricultural innovation in Gwynedd? MENTERRA is working with farmers to find the answer.