Nature & More launches turmeric in a pillbox
WADDINXVEEN, 13 February – Nature & More/Eosta, specialist in organic fruits and vegetables, launched its new product range Health Wonders which promotes proactive health care. The range—introduced on 9 February at Fruit Logistica, the fresh produce trade show in Berlin—will be a selection of organic roots with health advantages, starting with turmeric and ginger. At Fruit Logistica, the Dutch distributor satirised the packaging and communication style of Big Pharma. A few hundred ‘pill boxes’ with turmeric and an authentic-looking package insert (which included two recipes) were handed out.
A sick patient, an American pill pusher, and a Chinese traditional healer performed a brief sketch presenting Health Wonders. ‘Petra Krankgeschrieben’ was cured of her addiction to the pills of ‘Jeremy Pillbooster’ thanks to the turmeric of ‘Dr Gin Seng’. The sketch ended with Volkert Engelsman, CEO of Eosta, receiving a ‘Health Wonder Award’ for his company’s contributions to public health.
Engelsman was not the only entrepreneur at Fruit Logistica to receive the playful tribute. Several companies promoting their fruits and vegetables were visited by the actors at their stands and were awarded the trophy for their contributions to preventive health care. Behind the gesture was a serious message: doctors and nutrition scientists recognize that eating more fruits and vege-tables is beneficial for public health.
After the presentation, Volkert Engelsman clarified: ‘As a famous food writer has said, for many years, we have been fed by the food industry which doesn’t pay attention to our health while we are treated by the health industry which pays no attention to food. Human civilisation has known for centuries that food and health are closely connected. That’s why we decided to introduce this product range with the slogan “Back to your roots”.’
Turmeric, the first root to be sold by Nature & More as a Health Wonder, offers health advantages accepted by both Asian medicine and Western medicine. It is also the spice that gives a yellow colour to curry. In PubMed, the online database for medical scientific publications, more than 6,000 publications about turmeric and curcumin (the main active ingredient) are listed.
At the BioFach trade fair in Nürnberg (15-18 February) Eosta/Nature & More will continue to pro-mote Health Wonders in Hal 7, stand 625.