EditorialA few thoughts on the 27% solution11/17/00 One of the keys to turning around the cranberry crisis is the promotion of the health benefits of cranberries. Ocean Spray began a campaign to increase public awareness a few weeks ago, and now Northland Cranberries is engaged in a similar effort - with one crucial difference. Ocean Spray cannot legitimately use any of its blends in advertising that suggests medical studies have proven that cranberries have specific health benefits beyond those of other fruits. The studies that used juice have all used a 27% cranberry product. Northland has made the common sense decision to switch all of its blends to a 27% cranberry formula. In competing with Ocean Spray for market share, this should give Northland an advantage until the cooperative can put its own 27% cranberry blends on the shelves. If Ocean Spray isn't prepared to move expeditiously on this, it is a negative reflection on Robert Hawthorne and his management team. Considering the fact that Hawthorne has made no secret of his desire to compete aggressively for red drink market share, he should have been prepared to bring out a 27% cranberry blend line if a competitor did so first. However, there are more serious issues for the industry at hand. Obviously, with the glut of cranberries in surplus, and with additional acreage coming on, anything that sells more cranberries will help reduce the surplus. Northland Cranberries is to be commended for taking this initial step, but as the major player in the market, only if Ocean Spray follows suit will there be a significant reduction of the surplus. From a public relations point of view, if Ocean Spray is going to tout the health benefits of cranberries it could be seen as engaging in deceptive advertising if there is any perception whatsoever that any of their blends with less than 27% cranberry provides the health benefits unique to cranberries.
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Now
is the time for Robert Hawthorne to graciously accept his arch rival
John Swendrowski's idea of supporting an industry-wide "for your
health" seal * which would appear on all cranberry blends with 27%
cranberry. Even if Ocean Spray doesn't have the blends taste tested and
ready to go, If the much smaller Northland could formulate new blends,
it seems that Ocean Spray would have little problem directing its
scientists to do the same in a short time. It is time to put rivalry
aside and do what is best for the cranberry industry.
*
The "27% Solution" tag line is apparently derived from the
1976 book and movie of the same name. The name similarity with a movie
familiar to many members of the core consumer group makes sense. The
double meaning of the word solution fits in well with the message
that a 27% cranberry solution is also a health solution. The only
problem is that the theme of the movie involves Sherlock Holmes and
Sigmund Freud's (historically documented -