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Agricultural Applied Economics Association

Cape Natural Tea Products and the U.S. Market: Rooibos Rebels Ready to RaidAuthor(s): Norbert L. W. WilsonSource: Review of Agricultural Economics, Vol. 27, No. 1 (Spring, 2005), pp. 139-148Published by: Oxford University Press on behalf of Agricultural & Applied Economics AssociationStable URL: http://www.jstor.org/stable/3700784 .Accessed: 07/11/2014 20:16

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Review fAgricultural conomics-Volume 7, Number -Pages 139-148DOI:10.1111j.1467-9353.2005.00213.x

Cape Natural Tea Products andthe U.S. Market: Rooibos RebelsReady to Raid*

Norbert .W.Wilson

CapeNatural TeaProducts as a young erbal roducts ompany ased n SouthAfrica. ooibosteawas the trongest omponent f heir roduct ortfolio. n SouthAfrica, ooibos as acommodity roduct nd a direct ompetitor f offee nd tea. Antioxidants nd other utrientsmade ooibos functional ood. heAmericanmarket evelopednterest nfunctional oods;however, he iverse pinions nd knowledge fAmerican onsumers f unctional oodsmademarketing ifficult. ouldthe ompany enefit rom heAmericanmarket?With trongcompetitiont home nd marketing hallengesbroad,whatwouldbe the est ath f uccess orthecompany?

As the workshop facilitators at in the small South African uesthouse,they were warmed by the fireplace n an unseasonably cooland wet spring

morning; hey waited their guest, Dawie de Villiers. he purpose of Dawie'svisit was to discuss his presentation orMaking Markets Matter, workshop foragribusiness eaders of Southern Africa. arlier hatmorning n the smalluniversity ommunity f Stellenbosch, he facilitators ad the deep red,

aromatic ooibos pronounced ROYboss)tea with their reakfast. hey noticedthat rooibos tea (or red bush, the English translation f the Afrikaans word) waspositioned longside the coffee nd black tea. At one point, hebreakfastconversation rifted o the uniqueness of rooibos tea, the alleged health benefits,and the potential n the U.S. market. Having arrived on time, Dawie, the generalmanager of Cape Natural Tea Products, ettled nto an overstuffed ouch nearthe fire, nd recounted he tale of rooibos tea and Cape Natural Tea Products(CNTP).

0 NorbertL.W. Wilson s assistant rofessorn the Department fAgricultural co-nomics nd Rural Sociology, uburn University.*Teaching otes are available from he author upon request.

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140 ReviewfAgriculturalconomics

Dawie told of the development f the commercial se of rooibos, hegovernmental nvolvement n the ndustry, nd the rise of CNTP. While theentire story ntrigued hefacilitators, heywere nterested articularly n acouple issues that Dawie pointed out: the commodification f rooibos tea, thedominance of RooibosLtd., the nnovations f other ivals, nd the potential ordeveloping export markets. All the while, they were keenly ware of thegrowing U.S. interest n functional oods ike rooibos. As the story nfolded,they discovered that Dawie's CNTPwas a small but strong layer n challengingmarkets t home and abroad. Dawie's job was to find path to success.Was theU.S.market s good as suggested? Could CNTP actually profit rom hismarket?

The Rooibos Plant and HistoryRooibos(Aspalathusinearis, abaceae)s indigenous to the CedarburgMountain Range near Cape Town, South Africa. Rooiboshas a main stem with a

smooth bark that divides near the soil surface nto everal equal offshootsfollowed by flimsy ranches holding the thin, harp eaves,which are about0.39 n. 10mm) long. The plant grows to 1.6-6.6 feet 0.5-2 m) tall. The genusAspalathus s a legume and consists f over 200species,which occur only nSouth Africa.Only rooibos, he inearis pecies,had economicvalue (SA-Tea).

The mountain-dwelling eople of the Khoi-Khoi ribewere the first o userooibos as a tea. Had it not been for hese nhabitants n the Western ape,rooibos would have remained imply n indigenous mountain bush. Initially,the tea was mostly medicinal beverage until BenjaminGinsberg, Russianimmigrant, ealized the market otential f the mountain ea. In 1904,Ginsberg, descendent of a tea-trading amily n Europe, traded the tea fromthe people of the mountain nd began selling t n South African markets(Hoegler;RooibosLtd.; SA-Tea).

Ginsberg's eawas processed by harvesting herooibos branches nd leaves,bruising hemby hammering nd then fermenting hem.The final tageconsisted of sun-drying heproduct n an open area. Other han mechanization,the process has not changed much from heway the Khoi-Khoitribe rocessedthe plant de Villiers).

Medicinal WonderWhile the Khoi-Khoipeople might not have made extensivehealth claims

about rooibos, he nternet, ealth magazines, and people involved n therooibos tea industry tate that t has everything ood in it from ntioxidants ozinc. The tea purportedly mitigates nfant olic,mild depression, nd HIVinfections.Many of these claims are unsubstantiated with ittle r no scientificevidence to support hem.

However, ome of the health claims have some basis in scientific esearch.According oDr. Daneel Ferreira nd others t the University f Orange FreeState n South Africa, hetea contains ver 40 polyphenol ompounds andflavonoids, which act as antioxidants Noxon).Somereports uggested thatrooibos has more polyphenols nd flavonoids han black tea and even green ea(Nutraceuticalsworld.com). ooibos also contains n assortment f minerals,


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CapeNatural ea roducts 141

including alcium, opper, fluoride, ron, magnesium, manganese, potassium,sodium, and zinc. Rooibos is naturally affeine-free nd is low in tannins(Noxon).

The Market for Rooibos TeaProduction, Sales, and Exports

Rooibostea is the unofficial ationalbeverage of South Africa Hoegler).Themarket hare of rooibos n the South African ea market rew from 2% in 1984to 18%in 1999. Total domestic nd export) ales increased from ,500metrictons mt) n 1997 to 6,150mt n 1999. The domestic market bsorbed 70-75%ofthe total production n the 1990s.1From 1995 to 1999, he value of total domesticand export ales increased from 7 million o 65-70 million South African ands(R).In 1990, he total export market urchased 432 mt of rooibos. By1999, heexport market arned R20million, which was about 30%of total ales, from1,800mt of rooibos.Of the R20 million from xports, bout R3-R4million amefrom rganic production Wesgro 2000).

In the early days, the Rooibos Tea Board, the government eamarketingorganization, marketed ooibos as a substitute or ea and coffee. ecause SouthAfrican onsumers dentified ooibos as a substitute or eaand coffee nd not asan herbal tea with nutritional/medicinal alue (de Villiers;Wesgro2000),rooibos tea was a basic commodity with ittle alue-added in the domesticmarket. However, abroad, the tea earned a price and subsequently n earnings)

premium because it was consumed as an herbal tea.2In 1999,Germany was the argest foreign onsumer of rooibos tea, with53.61%of South Africa's xports table 1). The Germans consumed 900mt ofrooibos compared with 22,000mt of all teas. Japan was the second largestforeign onsumer f rooibos tea, with 16.79%of exports. TheJapanese onsumed310mt of rooibos compared with 18,500mt of all teas.3While the proportions frooibos to total tea consumption were small in Japan, onsumption wasgrowing, specially organic ea.The U.S. rooibos tea market was relatively ew

Table 1. Top 10countries importing rooibos tea in 1999

Country Volumes (kg) Percentage of Total Exports

Germany 987,560 53.61Japan 309,285 16.79Netherlands 199,061 10.80UnitedKingdom 95,482 5.18Malaysia 54,120 2.93SouthKorea 40,060 2.17Poland 34,000 1.85United tates 22,016 1.19Colombia

12,7920.69

China 11,960 0.65

Source: esgro2001).


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and small with only 22mt Wesgro2000;Wesgro 2001).However, there wasgreat potential orgrowth given the rise of functional oods n the United States.

The domestic market was achallenging

market. or many years, he SouthAfrican overnment maintained heRooibos Tea Board. n 1993, major reformin policy privatized he ndustry. he Rooibos Tea Board became the privatefirm, ooibos Ltd. Various farmers egan breaking way from RooibosLtd., stillthe major player n the ndustry, o form heir wn firms.

The PlayersRooibosLtd.

They handled about two-thirds about 4,000mt) of all the rooibos n SouthAfrica. RooibosLtd. had a well-established marketing hain, nd NationalBrands, South African oodfirm

andling manydomestic brands,

managedthe brands of Rooibos Ltd. Eleven O'Clock, Fresh Pak, and Five Roses Rooibos(in collaborationwith Five Roses,a South African eacompany), which werethree f the argest rands of rooibos tea in South Africa. RooibosLtd. ownedand supplied Eleven O'Clock and Fresh Pak, and was in a collaborativeagreement with FiveRosesfor heexport f Five Roses Rooibos.In the export,market RooibosLtd. supplied a number of firms with either ulk tea or thebranded products. n 2001,FiveRosesjoined John ommer, nc. in Novato, CAto sell RooibosLtd.'s tea in the United States RooibosLtd.).

KhoiSanTeaAccording oWesgro 2001),KhoiSanTea was leading the way as one of the

most dynamic, nnovative nd successful ole-players n the market p. 7).TheGerman firm was the second largest xporter f rooibos and the only firm hatproduced, processed, nd packed rooibos for etail ll in-house. KhoiSanwasone of the first irms o use and market rganic rooibos.A green wave, the risein the popularity f the green teas, was occurring n the tea industry.Unfermented ooibos tea was considered n this lass of teas. KhoiSan was in theforefront f this market s the first xporter f the unfermented ooibos Wesgro2001).

Coetzee& CoetzeeDespite the size of Rooibos Ltd. several new rooibos tea firms eveloped. In

2001,nine new firms ntered he market, eflecting hemarket pportunities tillavailable for ooibos de Villiers). ach new firm ad the flexibility ndcreativity obecome David to the Goliath, Coetzee & Coetzee distributors asone of the firms hat broke away from RooibosLtd. and had real potential. Thefirm, eaded up by a father nd son team, handled about 10% of the total teaproduction. Coetzee & Coetzee was interested n social upliftment rojects nunderprivileged arming ommunities Coetzee &Coetzee,p. 1).Such effortstended to attract hoseconsumers nterested n the fair rade movement.

CapeNatural TeaProductsIn 1997, he South African media nicknamed CNTPthe Rooibos Rebels

(iafrica.com, 001).Through nnovative echnology nd firm wnership, he


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firm was trying obecome the most trusted nd dynamic ource of qualityherbs on the African ontinent Morien, p. 2).Despite its developing portfolioof herbal teas (devil's claw,

honeybush, hibiscus, nd lemon grass), rooibos was

the main business of CNTP.CNTP handled about 7%(400mt) of rooibos tea each year. Nearly 70%of the

rooibos tea was shipped abroad. Japan was CNTP's biggest onsumer. WholeFoods and HGB Central Market were CNTP's two U.S. retail buyers. For thelocal market, NTP sent 85%of ts product opackers and brokers. heremaining 5% was under contract. NTP had no brand of ts own.

CNTP intentionally tayed mall and agile to avoid direct ompetition n thedomestic market; RooibosLtd. was simply oolarge to beat at home in therooibos market. NTP developed other herbal teas for ocal and export markets.CNTP grew and processed 100mt of honey bush tea, a product hat de Villiers

and CNTP believed many South Africans would prefer o rooibos de Villiers).Diversifying heir ortfolio oother products had increased the CNTP's costs.They hoped that diversification ould pay off n the ong term y attractingnew customers nd helping the firm evelop a reputation f broad productselection nd quality de Villiers).

In the sector eport y Western ape Investment nd Trade PromotionAgency, NTP received recognition or ts quality: Cape Natural Tea Productshas made a name for tselfwith ts flavor urst' cutting rocess to maximizeflavor xtraction nd increase yield from 7 to 82%... (Wesgro2000,p. 1).In2000,rooibos tea produced with the FlavorBurstTMrocess was rated the best nthe industry Morien).The market or ooibos was not as sophisticated s themarket or offee r black tea, n terms f complex taste profiles nd grading. fsimilar tandards were to become important n the rooibos market, NTPwould be a trendsetter n the ndustry ecause of ts processing nnovation.CNTPwas the first ooiboscompany to follow HACCP to ensure food safety,and CNTP was all organic Cape Natural Tea Products).

Private ndividuals and producers ointly wned CNTP,each group owning50%of the firm. he ownership nsured supply because producers were undercontract osupply CNTPfirst, nd these producers had a financial take n thefirm o CNTP was naturally heir irstmarket. Rooibosproduction was highlyvariable; thus, nsuring upply, hrough ontracting, as extremely mportant

to maintaining ood relations with buyers.CNTP had another mportant ource of supply and innovation hroughpartnership with the U.S.Agency for nternational evelopment USAID)andthe South African Agricultural esearchCouncil (ARC).The collaborative ffortwas supporting ural/community evelopment projects hrough esearch n andmarketing f rooibos from heWupperthal egion nd honey bush from angKloofregion.

Despite all of ts success,CNTP was facing ome challenges.The local marketwas challenging ecause of the big leader, new entrants, nd the ow returns obulk sales. The firms were also competitive n the export market. n addition,several non-South African irms hat were well established n the tea industryentered he rooibos tea industry. ooibos had not been successfully rownoutside of Southern Africa; he nternational ompetitors were nterested nestablishing ontracts with farmers n the region nd joint ventures with otherSouth African irms.


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The Western ape Investment nd Trade Promotion Agency reported, Anintegrated lobal marketing rive based on scientific roof f health benefitstogether with nnovative, alue-added products ould spell a bright uture(Wesgro 000,p. 2).How would this trategy work for he United States?

Exporting to the U.S. Market: The Case of Functional FoodsChanging Attitudes toward Health

Let food be thy medicine nd medicine be thy food.

The advent and growth f functional oods and beverages nutraceuticals,enhanced products, harma foods, designer foods, tc.) was the realization fHippocrates' adage. Functional oods and beverages provided health benefitsthat reach beyond basic nutrition Gilbert, . 20).The world of functional oodswas exploding with opportunities oexploit.For example, 93% of U.S.consumers believed that here were foods that provided benefits eyond basicnutrition nd might ower the risk of disease (IFIC).The interest n functionalfoods and beverages n the United States developed from hechanging ttitudestoward health, which ultimately elatedback to demographic hanges thatpromoted hese shifts.

Lisa Katic,with the nternational ood Information ouncil (IFIC),stated thatThe movement oward HMOs [health maintenance rganizations] means that

consumers don't have the close, ong-term elationshipwith their hysicians s

they nce did... Consumers are not getting s much personal care andsatisfaction, nd that's eading them odo their wn care and prevention(Wellner, . 57).Anecdotal evidence ike this was supported by a couple of facts:According oa 1997survey by Prevention agazine and the AmericanPharmaceutical Association, 0% of adults treated hemselveswithover-the-counter OTC)drugs for variety f minor ilments uch as headaches,hay fever, tc. Wellner). elf-medication as not imited oOTCdrugs. NewHope Natural Media reported hat nearly 70%of all U.S. consumers ook someform f dietary upplement. As estimated y Nutrition usiness nternational,Americans pent $22.6billion on nutritional upplements BeverageIndustry).

The desire for elf-maintenance f health possibly had a more fundamentalorigin, ntitlement. ilbert ssessed that U.S.consumers, specially he middleclass,had a sense of entitlement. his prompted U.S. consumers owant foodthat asted good but filled nutritional eed, was convenient ut high quality.Additionally hefood had to be affordable. he described the U.S.market sliving n the Age of Entitlement ecause it was driven by [Baby]Boomerswho feel they have earned it' and the Generation]X'ers who feel they wereborn deserving it' (Gilbert, . 22).4

Functional BeveragesThe increased expectations hat foods be high quality, onvenient, utritious,and inexpensive xplained the size of the U.S. functional oodsmarket,


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Figure 1. U.S. imports of plants and plant parts for use in herbal teas

$24 -4-Imports Value) -

5,500$22 ImportsVolume), 5,000$20-

.4,500

$18- - 4,000$16-- - 3,500$14$1- 3,000E$12

--2,500$10-$8 -2,000 2$8-$6 - 1,500$4- - 1,000

$2 - -- 500$0'

01994 1995 1996 1997 1998

Years

Source:Wesgro 2001).

estimated t $76billion n 1996 Wellner).Within hefunctional oodsmarket,the beverages segment was well positioned because of the convenience nd thefact hatbeverages could serve as excellent arriers or upplements herbs,vitamins, minerals, tc.).

The functional everage market s divided into four ategories:mealreplacement everages nutritional nd diet mixes); ifestyle/wellness everages(fruit- nd/or milk-based drinks with nfused herbs nd/or nutrients);medicinal teas (green eaand rooibos);and isotonicbeverages sports drinks).The functional beverage market rew from 1.05billion n May 1999 to $1.17billion n May 2000 Madley). The growth was reflected n the ncrease n theimports f herbs and plant parts) used in many of these functional everages(figure ).John Bello,cofounder f South BeachBeverages,maker of SoBe,predicted hatby 2005the functional everage market would reach $2billiondue to a cultural hift oward wellness through heuse of herbs nd othersupplements.

In 1997,U.S.tea sales were about $320million,with functional eascomprising 80million.The United States mported ver 5,000mt of plant andplant parts for use in herbal teas at an estimated value of over $22million n1997.Imports ncreased n value 156% from 994 to 1998 and 78% in volume(Wesgro2001)(figure ).

Demographic IssuesBillyBishop,vice president f marketing or outh BeachBeverages tated

the demographic s actually pretty wide.... A lot of the younger folks end todig the package and will try t that way. The more educated, older consumerwill pick up the product because of the herbs that re in there Howell, p. 29).

The differences etween generations were more fundamental han packaging:Generation Xand Echo Boom were nterested n many of the functional oods


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because they wanted to be the first otry new product Beverage ndustry).Some of the nterest f the younger generations n these products wasinfluenced y a current r desired active ifestyle. owever, Abigail Rodgers,vice president f nnovation t Minute Maid stated aging baby boomers .. aredriving rends nd have specific esires for health nd beauty... (Madley,p. 34).Baby Boomers, or xample, were ooking to maintain healthy nd activelifestyles Beverage ndustry).

Marketing ProblemsWhile the confluence f nterests or functional oodsby the three generations

granted firms larger market, hemessages to which these generations wouldrespond were different nd sometimes onflicting. oattract he older BabyBoomers, hemessage needed to connect hefunctional oodto traditionalfoods, not something ew or high-tech. oomers wanted to know that hefunctional ood that heywere consuming would lead to their ong-term ealth.However, this was exactly hewrong message to send the younger generations,who were nterested n instant health benefits o support heir ifestyles.

The weight of the nterest n functional oods fell more heavily on the BabyBoomers:According o the FIC study, 5%of people 55 and older usedfunctional oods to target pecific health concerns, ompared with 49%of the18-34-year-olds. ther demographic differences ccurred long gender ndeducational ines. Thirty-nine ercent f people with a high school education orless reported o have knowledge of the ink between antioxidants nd cancer

versus 60%of collegegraduates. Fifty-three ercent f woman reportedknowledge of the antioxidant nd cancer inkage s compared with 42% of men(IFIC).The diversity f opinions and knowledge of functional oodspresentedsubstantial hallenge n terms f the targeted egment nd the correct message.

Not only was it mportant oget the marketing message correct, t had to betrue. Leighton eported hat he dietary upplements business reached $15billion n a few short years. The market oon imploded because of ncreasedworries over drug nteractions, ngredient fficacy, ews about fraudulentclaims, etc. These problems ould spread to the herbal tea market. Researchexisted on the pure tea products green, lack,or oolong teas),but there waslittle n herbal or medicinal teas. Dr. Dave Ringer f the American CancerSociety tated, While the various mixtures f herbs nd teas may be beneficial,they re not proven emphasis added) (Moran, p. 1).

And the message had to be clear. Early entrants nto the functional ood worldfailed to realize that while consumers re seeking functional utrition, heyperceive food as food, not as medicine --despite Hippocrates Leighton, . 1).The early products presented detailed scientific nformation n the package.Leighton rgued that hekey to marketing unctional oodswas that heyshould be positioned not as therapeutics ince consumers don't want to eat

from heirmedicine cabinets p. 1).

The Green Tea ExampleA great deal of the buzz for functional everages was for eady-to-drink

(RTD)/shelf-stable roducts. The medicinal tea market, owever, was a growing


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segment f the functional everage market. According o an ACNeilson/SPINsurvey, he medicinal tea segment was about 9% of the functional everagemarket. Meal replacement,

ifestyle/wellness,nd isotonicbeverages were 77,

14,and 0.5% of the functional everage market Madley). In terms f nnovation,the hot beverage medical tea) segment had the argest number of productintroductions n 1998and 1999 Staab).

The green ea market had shown tremendous rowth n the United States.Until a decade ago, green ea had not been a significant ommodity n thetea/herbal eamarket, but when anecdotal evidence of traditional se in Asialed to scientific tudies n the West, nd research heralding hehealing powersof green eawas published, alesbegan to increase nd finally hot through heroof Wesgro2001,p. 18).From 1995 to 2000,the market alue of green teaincreased from 0.8million o $5million Pearl). The growth f green ea was

also associated with ts flexibility n terms f use. Green tea was available alone(in tea bags or oose)or blended with other products nd prepared for heready-to-drink/shelf-stable orms.

The ChallengeWhat were Dawie and CNTP to do? The domestic market was difficult, ut

the U.S. market ffered pportunities. f the market orgreen ea was anyexample, rooibos had the potential or ignificant rowth n the United States.However, CNTP was not the only firm hat ould enter he U.S. market. Whilethe U.S. opportunities ooked good, there were some significant hallenges ndrisks ssociated with marketing unctional oods.Another problem developed for herooibos ndustry. U.S.companyreceived the trademark orAfrikaans word rooibos. While the ndustry wasoutraged, he South African overnment greed to phase out the use of thename in export markets n the next five years and in domestic markets n thenext welve years iafrica.com 002). n light f the challenges nd opportunities,what would be the best strategy orCNTP?

AcknowledgmentsThe author cknowledges Dawie de Villiers nd Dave Weatherspoon or heir ssistance with the

case.The author hanksJackyGoliath, heparticipants f the Maple Leaf Case Writing onference,Scott winton, nd two anonymous reviewers or heir omments. he author lso thanks RalphChristy, ohammad Karaan, the participants f the Making Markets Matter workshop tStellenboschUniversity, outh Africa, nd students n Advanced Agribusiness Management tAuburn University or heopportunity odevelop and fashion he case study for he classroom.

Endnotes1Rooibos n tea bags accounted for 0-85%of sales.The remaining eawas sold loose with n

unknown, ut presumably mall proportion old in a ready-to-drink RTD)form, opular amongyouths Wesgro 000).De Villiers rgued that hetechnology or he RTDproduct had somedifficulty ith crystallized ettlements, herefore, educing hedesirability n the RTD form.

2Amovement was underfoot o add value to rooibos n the ocalmarket y blending rooibos teawith other lavors. he flavored eascontributed o the growth f the rooibos tea market; owever,the contributions id not appear large at that point.

3Nearly 80% of rooibos exported oJapan was used as medicinal oap. Rooibos was believed tohave ingredients hatpromote healthy kin.


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148 Review fAgricultural conomics

4Butwho are these consumers? Demographers divide the U.S.population nto five generations,but the three youngest generations re of particular nterest ere.BabyBoomers are the children fthe postwar era, born from 946 to 1964.The Boomers re the argest nd the most nfluential

generation.his

generations also

approachingretirement. he

following enerations Generation

Xor BabyBust, born between 1965 and 1976. While a small generation, hey re nutritionally ware.The Echo Boom or Millennial Generation were born from 977 to the present nd are the children fthe Boomers nd almost s large a group as the Boomers Gilbert).

ReferencesBello,J. Top of Mind: We Have Seen Bev's Future, nd It s Us. Brandweek May 2000,pp. 32.Beverage ndustry. Alternative everages Tap Hip and Health. July 999,pp. 24,26.Cape Natural Tea Products. http://www.rooibostea.co.za.Coetzee & Coetzee. http://www.coetzeeltd.co.za.de Villiers, . Personal nterview, tellenbosch, outh Africa, September 001.Gilbert, . Marketing unctional Foods: How to Reach Your Target Audience. AgBioForum.

3(2000):20-38.Hoegler, N. Bringing outh Africa's Favorite Drink to the World Market. ASNAPPUpdate(October24,2000).http://www.herbs.org/africa/newsletter/240cotobr2002/index.html.

Howell, D. Herbal Drinks Pour It On. Discount toreNews, October 1999,pp. 29.iafrica.com. 'Rooibos Rebels' Put Down Roots. www.business.iafrica.com. 1September 001.iafrica.com. Storm Brewing ver Rooibos Trademark. www.business.iafrica.com. 3August 2002.IFIC. International ood Information ouncil: Functional oods Attitudinal esearch.

http://ific.org/proactive/newsroom/release.vtml?id=18341, ugust 2000.Leighton, . The Bright uture f Functional oods & Beverages. www.nutraceuticalsworld.com,

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