Food manufacturers and marketing companies have always looked for new ways to promote their products. Some of their techniques are sound but often times they are not. Unscrupulous marketers are adept at using tricky language to engage customers and promote the supposed benefits of the items they sell. One of the terms that has been overused by the health food industry in recent years is “superfood”. According to the Wikipedia listing, the term was created in 2007 by food industry marketers for promotional purposes. There are no official criteria to define the expression so each company can interpret it at their own discretion.
The word “super” has clear connotations. If any particular food item could leap tall buildings in a single bound then it would justify the label. It is obviously a superfluous phrase. The term is used frequently and is generally just an empty promise. Pragmatic consumers with a realistic point of view are not likely to be fooled by such simple wordplay. But smart consumers are often health conscious and interested in food products that provide high amounts of nutrients. So it seems fair to simply define the term superfood as a food item that is good for you and contains abundant nutrients. When applying this simple logic to items on the market today, no food deserves the moniker superfood more than baobab.
Baobab fruit grows on the baobab tree (Adansonia Digitata), which has a thick trunk and is native to Africa. The baobab tree has the ability to store large amounts of water, which allows it to survive the long dry periods that are common in it’s native regions. Baobab fruit comes later in the year, grows as large as a coconut and is naturally dry. The “super” element of baobab fruit is the amazing amount of nutrients it contains. In fact, the levels of antioxidants, potassium, fiber, calcium and vitamin C that baobab fruit possesses are off the charts. The baobab fruit is dried and ground into a powder without any additives or fillers, so it’s benefits are inherent. If there is ever going to be a naturally grown food that deserves to be classified as a superfood, than baobab has to be at the top of the list!
At Kaibae we have sourced our Baobab directly from Ghana. It is sustainably harvested and is brought to the United States verified organic and kosher. We can’t speak to what others claim as superfoods, but if Kaibae Baobab Powder is not – than nothing is!