A Kernel of Truth: The Good News About Corn

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A Kernel of TruthThe Good News About Corn

• NAMA Corn Division Meeting
• March 16, 2008
• Palm Coast, FL
• Judi Adams, MS, RD

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Our Agenda Today

• Review research findings
• Impact of corn dry milling on profile and
  bioaccessibility of bioactive carotenoids
• Dr. Mario Ferruzzi Ellie George Kean
• Department of Food Science, Purdue University
• Share communications strategy and promotion
  recommendations

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Research Question

• How does the milling process impact the final
  carotenoid profile
• and
• the bioavailability of carotenoids from corn?

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Research Objectives

• Survey qualitative and quantitative differences
  in carotenoid profile in corn fractions generated
  through the milling process
• Assess the impact of milling process on measures
  of carotenoid bioavailability from corn products

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Analysis of Corn Fractions (Composite)
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Overall Conclusions

• Milled corn products are a good source of
  carotenoids (400-600micrograms per 100g food) but
  still lower than many other high carotenoid
  fruits and vegetables
• Corn carotenoids are highly bioaccessible (gt50)
  from model food systems including corn bread, wet
  cooked grits and extruded products.
• Absolute bioaccessibility is generally
  proportional to starting food content
• Relative bioaccessibility is slightly higher that
  other fruits and vegetables

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Overall Conclusions

• Type of food processing seems to impact
  carotenoid bioaccessibility.
• Carotenes appear to be more bioaccessible from
  porridge than bread or extruded snack
• This may be linked to an extraction of
  carotenes in cooking oil and displacement of
  xanthophylls
• Presence of added fiber (typical negative
  effector) from whole grain does not appear to
  limit carotenoid bioaccessibility.

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In the end

• Typical corn meal based products can be good
  sources of bioavailable health promoting
  carotenoids ranging from
• 90 to 350 mg per 100g product.

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A Kernel of Truth Media Strategy

• Generate media coverage for new corn research
  connecting milled corn products with antioxidant
  benefits.
• Build recognition for milled corn products as a
  key source of carotenoids, similar to spinach,
  carrots and tomatoes
• Incorporate other positive information on corn
  products into message
• Preview the research findings with key stature
  media outlets in advance of the publish date
• Package appropriate stories for wide range of
  media, including trade, business, consumer health
  and food

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A Kernel of Truth Media Approach

• Pre-Publication
• Conduct desk side briefings in NYC with Dr. Mario
  Ferruzzi and Judi Adams

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A Kernel of Truth Media Approach

• Pre-Publication
• Distribute creative media teasers to top 50
  health reporters/editors across the country
• Preview research findings with stature media
  outlets under embargo

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A Kernel of Truth Media Approach

• Once Published
• Distribute nationwide announcement to consumer
  health and food reporters/editors
• Create compelling segment proposal to generate
  interest from national broadcast outlets
• Develop regional business story in partnership
  with NAMA members in top corn-producing states
• Circulate matte column in small to mid-sized
  markets across the country

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A Kernel of Truth Customer Communication

• Provide members at IFT 2008 with information
  about poster presentation
• Utilize research findings to create story
  opportunities for industry publications
• Develop materials incorporating research findings
  and other positive information on corn for member
  use with top customers
• Consider strategy for IFT 2009

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Questions Discussion
Which products should be the focus?