Wednesday, 29 May 2013

Breeding the Nutrition Out of Our Food

Breeding the Nutrition Out of Our Food


We like the idea that food can be the answer to our ills, that if we eat nutritious foods we won’t need medicine or supplements. We have valued this notion for a long, long time. The Greek physician Hippocrates proclaimed nearly 2,500 years ago: “Let food be thy medicine and medicine be thy food.” Today, medical experts concur. If we heap our plates with fresh fruits and vegetables, they tell us, we will come closer to optimum health.
Multimedia

This health directive needs to be revised. If we want to get maximum health benefits from fruits and vegetables, we must choose the right varieties. Studies published within the past 15 years show that much of our produce is relatively low in phytonutrients, which are the compounds with the potential to reduce the risk of four of our modern scourges: cancer, cardiovascular disease,diabetes and dementia. The loss of these beneficial nutrients did not begin 50 or 100 years ago, as many assume. Unwittingly, we have been stripping phytonutrients from our diet since we stopped foraging for wild plants some 10,000 years ago and became farmers.
These insights have been made possible by new technology that has allowed researchers to compare the phytonutrient content of wild plants with the produce in our supermarkets. The results are startling.
Wild dandelions, once a springtime treat for Native Americans, have seven times more phytonutrients than spinach, which we consider a “superfood.” A purple potato native to Peru has 28 times more cancer-fighting anthocyanins than common russet potatoes. One species of apple has a staggering 100 times more phytonutrients than the Golden Delicious displayed in our supermarkets.
Were the people who foraged for these wild foods healthier than we are today? They did not live nearly as long as we do, but growing evidence suggests that they were much less likely to die from degenerative diseases, even the minority who lived 70 years and more. The primary cause of death for most adults, according to anthropologists, was injury and infections.
Each fruit and vegetable in our stores has a unique history of nutrient loss, I’ve discovered, but there are two common themes. Throughout the ages, our farming ancestors have chosen the least bitter plants to grow in their gardens. It is now known that many of the most beneficial phytonutrients have a bitter, sour or astringent taste. Second, early farmers favored plants that were relatively low in fiber and high in sugar, starch and oil. These energy-dense plants were pleasurable to eat and provided the calories needed to fuel a strenuous lifestyle. The more palatable our fruits and vegetables became, however, the less advantageous they were for our health.
The sweet corn that we serve at summer dinners illustrates both of these trends. The wild ancestor of our present-day corn is a grassy plant called teosinte. It is hard to see the family resemblance. Teosinte is a bushy plant with short spikes of grain instead of ears, and each spike has only 5 to 12 kernels. The kernels are encased in shells so dense you’d need a hammer to crack them open. Once you extract the kernels, you wonder why you bothered. The dry tidbit of food is a lot of starch and little sugar. Teosinte has 10 times more protein than the corn we eat today, but it was not soft or sweet enough to tempt our ancestors.
Over several thousand years, teosinte underwent several spontaneous mutations. Nature’s rewriting of the genome freed the kernels of their cases and turned a spike of grain into a cob with kernels of many colors. Our ancestors decided that this transformed corn was tasty enough to plant in their gardens. By the 1400s, corn was central to the diet of people living throughout Mexico and the Americas.
When European colonists first arrived in North America, they came upon what they called “Indian corn.” John Winthrop Jr., governor of the colony of Connecticut in the mid-1600s, observed that American Indians grew “corne with great variety of colours,” citing “red, yellow, blew, olive colour, and greenish, and some very black and some of intermediate degrees.” A few centuries later, we would learn that black, red and blue corn is rich in anthocyanins. Anthocyanins have the potential to fight cancer, calm inflammation, lower cholesterol and blood pressure, protect the aging brain, and reduce the risk of obesity, diabetes and cardiovascular disease.
EUROPEAN settlers were content with this colorful corn until the summer of 1779 when they found something more delectable — a yellow variety with sweeter and more tender kernels. This unusual variety came to light that year after George Washington ordered a scorched-earth campaign against Iroquois tribes. While the militia was destroying the food caches of the Iroquois and burning their crops, soldiers came across a field of extra-sweet yellow corn. According to one account, a lieutenant named Richard Bagnal took home some seeds to share with others. Our old-fashioned sweet corn is a direct descendant of these spoils of war.
Up until this time, nature had been the primary change agent in remaking corn. Farmers began to play a more active role in the 19th century. In 1836, Noyes Darling, a onetime mayor of New Haven, and a gentleman farmer, was the first to use scientific methods to breed a new variety of corn. His goal was to create a sweet, all-white variety that was “fit for boiling” by mid-July.
Multimedia

He succeeded, noting with pride that he had rid sweet corn of “the disadvantage of being yellow.”
The disadvantage of being yellow, we now know, had been an advantage to human health. Corn with deep yellow kernels, including the yellow corn available in our grocery stores, has nearly 60 times more beta-carotene than white corn, valuable because it turns to Vitamin A in the body, which helps vision and the immune system.
SUPERSWEET corn, which now outsells all other kinds of corn, was derived from spontaneous mutations that were selected for their high sugar content. In 1959, a geneticist named John Laughnan was studying a handful of mutant kernels and popped a few into his mouth. He was startled by their intense sweetness. Lab tests showed that they were up to 10 times sweeter than ordinary sweet corn. 
Mr. Laughnan was not a plant breeder, but he realized at once that this mutant corn would revolutionize the sweet corn industry. He became an entrepreneur overnight and spent years developing commercial varieties of supersweet corn. His first hybrids began to be sold in 1961. This appears to be the first genetically modified food to enter the United States food supply, an event that has received scant attention.
Within one generation, the new extra sugary varieties eclipsed old-fashioned sweet corn in the marketplace. Build a sweeter fruit or vegetable — by any means — and we will come. Today, most of the fresh corn in our supermarkets is extra-sweet. The kernels are either white, pale yellow, or a combination of the two. The sweetest varieties approach 40 percent sugar, bringing new meaning to the words “candy corn.” Only a handful of farmers in the United States specialize in multicolored Indian corn, and it is generally sold for seasonal decorations, not food.
We’ve reduced the nutrients and increased the sugar and starch content of hundreds of other fruits and vegetables. How can we begin to recoup the losses?
Here are some suggestions to get you started. Select corn with deep yellow kernels. To recapture the lost anthocyanins and beta-carotene, cook with blue, red or purple cornmeal, which is available in some supermarkets and on the Internet. Make a stack of blue cornmeal pancakes for Sunday breakfast and top with maple syrup.
In the lettuce section, look for arugula. Arugula, also called salad rocket, is very similar to its wild ancestor. Some varieties were domesticated as recently as the 1970s, thousands of years after most fruits and vegetables had come under our sway. The greens are rich in cancer-fighting compounds called glucosinolates and higher in antioxidant activity than many green lettuces.
Scallions, or green onions, are jewels of nutrition hiding in plain sight. They resemble wild onions and are just as good for you. Remarkably, they have more than five times more phytonutrients than many common onions do. The green portions of scallions are more nutritious than the white bulbs, so use the entire plant. Herbs are wild plants incognito. We’ve long valued them for their intense flavors and aroma, which is why they’ve not been given a flavor makeover. Because we’ve left them well enough alone, their phytonutrient content has remained intact.
Experiment with using large quantities of mild-tasting fresh herbs. Add one cup of mixed chopped Italian parsley and basil to a pound of ground grass-fed beef or poultry to make “herb-burgers.” Herbs bring back missing phytonutrients and a touch of wild flavor as well.
The United States Department of Agriculture exerts far more effort developing disease-resistant fruits and vegetables than creating new varieties to enhance the disease resistance of consumers. In fact, I’ve interviewed U.S.D.A. plant breeders who have spent a decade or more developing a new variety of pear or carrot without once measuring its nutritional content.
We can’t increase the health benefits of our produce if we don’t know which nutrients it contains. Ultimately, we need more than an admonition to eat a greater quantity of fruits and vegetables: we need more fruits and vegetables that have the nutrients we require for optimum health.
Jo Robinson is the author of the forthcoming book “Eating on the Wild Side: The Missing Link to Optimum Health.”
This article has been revised to reflect the following correction:
Correction: May 28, 2013
An earlier version of this article incorrectly referred to the origins of supersweet corn. The corn was the result of a natural, spontaneous mutation, not one artificially induced through radiation
.
Check out my latest e-book entitled: "Social Media Marketing in Agri-Foods: Endless Profit and Painless Gain".  



The book is available on Amazon and Kindle for $4.99 USD. Visit amazon/Kindle to order now:
http://www.amazon.ca/Social-Media-Marketing-Agri-Foods-ebook/dp/B00C42OB3E/ref=sr_1_1?s=digital-text&ie=UTF8&qid=1364756966&sr=1-1

Written by Bruce MacDonald, a 30 year veteran of the Agri-food industry, in "Social Media Marketing in Agri-Foods: Endless Profit and Painless Gain", Bruce applies his background and expertise in Agri-foods and social media to the latest trends, tools and methodologies needed to craft a successful on-line campaign. While the book focuses on the Agri-food market specifically, I believe that many of the points Bruce makes are equally applicable to most other industries.


Tuesday, 28 May 2013

HEALTH ALERT: DRINKING GREEN TEA, COFFEE CUTS STROKE RISK

DRINKING GREEN TEA, COFFEE CUTS STROKE RISK

Published March 19, 2013 in Food Product Design
DALLAS—Individuals who drink green tea and coffee as part of their regular diet may lower their risk of stroke, according to a new study published in Stroke: Journal of the American Heart Association. The findings also suggest the more green tea or coffee people drink, the lower their stroke risks.

Researchers at the National Cerebral and Cardiovascular Center in Osaka, Japan, conducted the first large-scale study to examine the combined effects of both green tea and coffee on stroke risks. Previous limited research has shown green tea’s link to lower death risks from heart disease, but has only touched on its association with lower stroke risks. Other studies have shown inconsistent connections between coffee and stroke risks.

For the study, researchers 83,269 Japanese adults aged 45 to 74 years who were from cancer and cardiovascular disease about their green tea and coffee drinking habits. During the 13-year follow-up, researchers reviewed participants’ hospital medical records and death certificates, collecting data about heart disease, strokes and causes of death. They adjusted their findings to account for age, sex and lifestyle factors like smoking, alcohol, weight, diet and exercise.

They found people who drank at least 1 cup of coffee daily had about a 20% lower risk of stroke compared to those who rarely drank it. People who drank 2 to 3 cups of green tea daily had a 14% lower risk of stroke, and those who had at least 4 cups had a 20% lower risk, compared to those who rarely drank it. People who drank at least 1 cup of coffee or 2 cups of green tea daily had a 32% lower risk of intracerebral hemorrhage, compared to those who rarely drank either beverage.

Initial study results showed drinking more than 2 cups of coffee daily was linked to increasing coronary heart disease rates in age- and sex-adjusted analysis. However, researchers didn’t find the association after factoring in the effects of cigarette smoking—underscoring smoking’s negative health impact on heart and stroke health.

The researchers said the regular action of drinking tea or coffee largely benefits cardiovascular health because it partly keeps blood clots from forming. And while it’s unclear how green tea affects stroke risk, a compound group known as catechins may provide some protection. Catechins have an antioxidant anti-inflammatory effect, increasing plasma antioxidant capacity and anti-thrombogenic effects. Some chemicals in coffee include chlorogenic acid, thus cutting stroke risks by lowering the chances of developing type 2 diabetes.

Sources:


Check out my latest e-book entitled: "Social Media Marketing in Agri-Foods: Endless Profit and Painless Gain".  



The book is available on Amazon and Kindle for $4.99 USD. Visit amazon/Kindle to order now:
http://www.amazon.ca/Social-Media-Marketing-Agri-Foods-ebook/dp/B00C42OB3E/ref=sr_1_1?s=digital-text&ie=UTF8&qid=1364756966&sr=1-1

Written by Bruce MacDonald, a 30 year veteran of the Agri-food industry, in "Social Media Marketing in Agri-Foods: Endless Profit and Painless Gain", Bruce applies his background and expertise in Agri-foods and social media to the latest trends, tools and methodologies needed to craft a successful on-line campaign. While the book focuses on the Agri-food market specifically, I believe that many of the points Bruce makes are equally applicable to most other industries.


HEALTH ALERT: COMPOUND IN MEDITERRANEAN DIET INHIBITS CANCER CELLS

COMPOUND IN MEDITERRANEAN DIET INHIBITS CANCER CELLS

Published May 22, 2013 in Food Product Design
COLUMBUS, Ohio—A compound found in parsley, celery and other plant products, including apples, oranges and nuts that are part of the Mediterranean diet, may stop breast cancer cells from inhibiting their own death, according to a new study published online in the journal Proceedings of the National Academy of Sciences.

The findings suggest by altering a very specific step in gene regulation, the compound—apigenin—essentially re-educates cancer cells into normal cells that die as scheduled.

Much of what is known about the health benefits of nutrients is based on epidemiological studies that show strong positive relationships between eating specific foods and better health outcomes, especially reduced heart disease. But how the actual molecules within these healthful foods work in the body is still a mystery in many cases, and particularly with foods linked to lower risk for cancer.

Ohio State University researchers also showed that apigenin binds with an estimated 160 proteins in the human body, suggesting that other nutraceuticals might have similar far-reaching effects.

“We know we need to eat healthfully, but in most cases we don’t know the actual mechanistic reasons for why we need to do that," said Andrea Doseff, associate professor of internal medicine and molecular genetics at Ohio State and a co-lead author of the study. “We see here that the beneficial effect on health is attributed to this dietary nutrient affecting many proteins. In its relationship with a set of specific proteins, apigenin re-establishes the normal profile in cancer cells. We think this can have great value clinically as a potential cancer-prevention strategy."

Through additional experimentation, the team established that apigenin had relationships with proteins that have three specific functions. Among the most important was a protein called hnRNPA2. This protein influences the activity of messenger RNA, or mRNA, which contains the instructions needed to produce a specific protein. The production of mRNA results from the splicing, or modification, of RNA that occurs as part of gene activation. The nature of the splice ultimately influences which protein instructions the mRNA contains.

The researchers said abnormal splicing is the culprit in an estimated 80% of all cancers. In cancer cells, two types of splicing occur when only one would take place in a normal cell—a trick on the cancer cells’ part to keep them alive and reproducing.

In this study, the researchers observed that apigenin’s connection to the hnRNPA2 protein restored this single-splice characteristic to breast cancer cells, suggesting that when splicing is normal, cells die in a programmed way, or become more sensitive to chemotherapeutic drugs.

“So by applying this nutrient, we can activate that killing machinery. The nutrient eliminated the splicing form that inhibited cell death," Doseff said. “Thus, this suggests that when we eat healthfully, we are actually promoting more normal splice forms inside the cells in our bodies."

Sources:

Check out my latest e-book entitled: "Social Media Marketing in Agri-Foods: Endless Profit and Painless Gain".  



The book is available on Amazon and Kindle for $4.99 USD. Visit amazon/Kindle to order now:
http://www.amazon.ca/Social-Media-Marketing-Agri-Foods-ebook/dp/B00C42OB3E/ref=sr_1_1?s=digital-text&ie=UTF8&qid=1364756966&sr=1-1

Written by Bruce MacDonald, a 30 year veteran of the Agri-food industry, in "Social Media Marketing in Agri-Foods: Endless Profit and Painless Gain", Bruce applies his background and expertise in Agri-foods and social media to the latest trends, tools and methodologies needed to craft a successful on-line campaign. While the book focuses on the Agri-food market specifically, I believe that many of the points Bruce makes are equally applicable to most other industries.


Monday, 27 May 2013

HEALTH ALERT: DARK CHOCOLATE CUTS STROKE, HEART DISEASE RISK

DARK CHOCOLATE CUTS STROKE, HEART DISEASE RISK

Published December 26, 2012 in Food Product Design


ABERDEEN, United Kingdom—Chocolate lovers listen up. Eating flavanol-rich dark chocolate has been found to protect against the risk of heart disease and stroke by improving platelet function within two hours of consumption, according to a new study published in the journal Molecular Nutrition & Food Research.
Researchers at the University of Aberdeen Rowett Institute of Nutrition and Health examined the effects of consumption of dark chocolate that was enriched with cocoa extract in the blood of 42 healthy volunteers, 26 women and 16 men. They compared platelet function of the participants who ate enriched dark chocolate with those who ate dark chocolate that contained a lower cocoa and flavanol content, and white chocolate.


Blood and urine samples were obtained and analyzed two hours and six hours after chocolate consumption. They found the dark chocolate enriched with flavan-3-ols significantly decreased platelet activation and aggregation in men, but only decreased platelet aggregation in women

Check out my latest e-book entitled: "Social Media Marketing in Agri-Foods: Endless Profit and Painless Gain".  



The book is available on Amazon and Kindle for $4.99 USD. Visit amazon/Kindle to order now:
http://www.amazon.ca/Social-Media-Marketing-Agri-Foods-ebook/dp/B00C42OB3E/ref=sr_1_1?s=digital-text&ie=UTF8&qid=1364756966&sr=1-1

Written by Bruce MacDonald, a 30 year veteran of the Agri-food industry, in "Social Media Marketing in Agri-Foods: Endless Profit and Painless Gain", Bruce applies his background and expertise in Agri-foods and social media to the latest trends, tools and methodologies needed to craft a successful on-line campaign. While the book focuses on the Agri-food market specifically, I believe that many of the points Bruce makes are equally applicable to most other industries.


HEALTH ALERT: COFFEE LOWERS RISK OF AUTOIMMUNE LIVER DISEASE

COFFEE LOWERS RISK OF AUTOIMMUNE LIVER DISEASE

Published May 20, 2013 in Food Product Design


ROCHESTER, Minn.—Individuals who drink coffee have a 20% lower risk for a particular autoimmune liver disease, according to new research presented at Digestive Disease Week (DDW).


Researchers at the Mayo Clinic in Rochester, Minn., linked coffee consumption with reduced risk of primary sclerosing cholangitis (PSC), a disease of the bile ducts that causes inflammation and subsequent duct obstruction that ultimately can lead to cirrhosis of the liver, liver failure and biliary cancer.

"While rare, PSC has extremely detrimental effects," said Craig Lammert, M.D., instructor of medicine at Mayo Clinic. "We are always looking for ways to mitigate risk, and our first-time finding points to a novel environmental effect that might also help us to determine the cause of this and other devastating autoimmune diseases."

The study examined the largest cohort of patients with PSC and primary biliary cirrhosis (PBC) in the U.S. as well as a healthy control group. Data showed that coffee consumption was associated with reduced risk of PSC, but not PBC. PSC patients were much more likely to never consume coffee compared with the control group. The control group also spent nearly 20% more of their life regularly drinking coffee.



Check out my latest e-book entitled: "Social Media Marketing in Agri-Foods: Endless Profit and Painless Gain".  



The book is available on Amazon and Kindle for $4.99 USD. Visit amazon/Kindle to order now:
http://www.amazon.ca/Social-Media-Marketing-Agri-Foods-ebook/dp/B00C42OB3E/ref=sr_1_1?s=digital-text&ie=UTF8&qid=1364756966&sr=1-1

Written by Bruce MacDonald, a 30 year veteran of the Agri-food industry, in "Social Media Marketing in Agri-Foods: Endless Profit and Painless Gain", Bruce applies his background and expertise in Agri-foods and social media to the latest trends, tools and methodologies needed to craft a successful on-line campaign. While the book focuses on the Agri-food market specifically, I believe that many of the points Bruce makes are equally applicable to most other industries.


HEALTH ALERT: TIME TO RE-EVALUATE SATURATED FAT RECOMMENDATIONS


REVIEW: TIME TO RE-EVALUATE SATURATED FAT RECOMMENDATIONS


Published May 22, 2013 in Food Product Design

BROOKLYN, N.Y.—Saturated fats per se may not be responsible for many of the adverse health effects with which they have been associated, and it is time to re-evaluate the dietary recommendations that focus on lowering serum cholesterol and to use a more holistic approach to dietary policy, according to a review published in the journal Advances in Nutrition.

Review author Glen D. Lawrence, department of chemistry and biochemistry, Long Island University, wrote “the influence of dietary fats on serum cholesterol has been overstated, and a physiological mechanism for saturated fats causing heart disease is still missing."

A number of studies published in the 1960s and 1970s, including the seminal Framingham Heart Study, linked dietary fats—particularly saturated fats—to heart disease. In recent years, however, analyses of these older studies, coupled with new findings, have begun to call the purported negative health consequences of dietary fats into question.

The review examined studies of several dietary factors, including saturated fat, polyunsaturated fat, a-linolenic acid, total fat, meat, eggs and milk. None of these studies provided sufficient evidence to support a positive (or negative) association between fat consumption and heart disease.

For example, the review points to a recent analysis of 20 individual studies with more than 1 million subjects collectively that found that red meat in general was not associated with heart disease. Processed meats, however, were associated with increased risk of heart disease. This suggests that saturated fat itself does not lead to heart disease, but rather other factors such as preservatives or processing methods may be the real culprits. Similarly, claims that tropical oils with high saturated fat content (e.g., palm and coconut oil) increase the risk of heart disease lack scientific evidence to support them. Moreover, countries with high consumption rates of tropical oils have some of the lowest rates of heart disease in the world.

Lawrence wrote if diets high in fats, particularly saturated fats, are unhealthy, then logically we should see the beneficial effects of low-fat diets. Studies, however, have failed to show a health benefit to low-fat diets. In fact, the substitution of carbohydrates for saturated fats in the diet has clearly had a deleterious effect on health. Food processors, for example, often add large amounts of fructose to fat-free or low-fat foods to make them more palatable to consumers. This practice, however, has been linked to several adverse health consequences, including metabolic syndrome, obesity, hypertension and cardiovascular disease. There is also evidence that children who are switched from whole milk to either low-fat milk or fruit juice are more susceptible to infection.

Sources:


Check out my latest e-book entitled: "Social Media Marketing in Agri-Foods: Endless Profit and Painless Gain".  



The book is available on Amazon and Kindle for $4.99 USD. Visit amazon/Kindle to order now:
http://www.amazon.ca/Social-Media-Marketing-Agri-Foods-ebook/dp/B00C42OB3E/ref=sr_1_1?s=digital-text&ie=UTF8&qid=1364756966&sr=1-1

Written by Bruce MacDonald, a 30 year veteran of the Agri-food industry, in "Social Media Marketing in Agri-Foods: Endless Profit and Painless Gain", Bruce applies his background and expertise in Agri-foods and social media to the latest trends, tools and methodologies needed to craft a successful on-line campaign. While the book focuses on the Agri-food market specifically, I believe that many of the points Bruce makes are equally applicable to most other industries.


Cold Facts: The Science of Brain Freezes

Published May 25, 2013 in Food Product Design

Cold Facts: The Science of Brain Freezes

By Lynn Kuntz0 Comments
Print

Given Memorial Day heralds the beginning of the season for frosty treats, this seems timely: File it under “Science is Fun," or maybe just “For  Science Geeks Only," but a neuroscientist has explained the phenomena experienced after gulping down ice cold foods and beverages commonly referred to as “brain freeze."Most of us get it--that sudden pain in your brain when you slurp your Slurpee or gobble your gelato on a hot summer day. Technically, it’s called  sphenopalatine ganglioneuralgia . “Brain freeze is really a type of headache that is rapid in onset, but rapidly resolved as well," explains Dwayne Godwin, Ph.D., a neuroscientist  at Wake Forest Baptist Medical Center. “Our mouths are highly vascularized, including the tongue–that’s why we take our temperatures there. But drinking a cold beverage fast doesn’t give the mouth time to absorb the cold very well."

Quickly consuming something cold rapidly changes the temperature of the back of your throat. That’s the location of the internal carotoid artery, which feeds blood to the brain, and the anterior cerebral artery, which is where brain tissue starts. And while the brain itself doesn’t feel pain, the meninges, or outer covering of the brain can. So the rapid drop in temperature causes the two arteries to dilate  and contract, and the brain interprets it as pain. “One thing the brain doesn’t like is for things to change, and brain freeze is a mechanism to prevent you from doing that," Godwin said.

To prevent brain freeze, Godwin suggests placing  your tongue on the roof of your mouth to keep your throat warm or drinking a tepid beverage to moderate the temperature in your mouth. Or, you can  stop drinking the icy cold beverage or eating the ice cream. But what’s the fun in that?
     -Lynn A. Kuntz


Check out my latest e-book entitled: "Social Media Marketing in Agri-Foods: Endless Profit and Painless Gain".  



The book is available on Amazon and Kindle for $4.99 USD. Visit amazon/Kindle to order now:
http://www.amazon.ca/Social-Media-Marketing-Agri-Foods-ebook/dp/B00C42OB3E/ref=sr_1_1?s=digital-text&ie=UTF8&qid=1364756966&sr=1-1

Written by Bruce MacDonald, a 30 year veteran of the Agri-food industry, in "Social Media Marketing in Agri-Foods: Endless Profit and Painless Gain", Bruce applies his background and expertise in Agri-foods and social media to the latest trends, tools and methodologies needed to craft a successful on-line campaign. While the book focuses on the Agri-food market specifically, I believe that many of the points Bruce makes are equally applicable to most other industries.