The turmeric trend shows no signs of slowing down

(MENAFN-Caribbean News Global)

By JoEllen Laryea

Turmeric has topped the “trend foods” chart for five years and remains one of the most sought-after ingredients by health-conscious consumers.

“The Golden Spice” has been used for centuries in traditional and herbal medicine, as well as in Indian and Asian cuisine, but its global popularity has grown in recent times due to its proven health benefits as a that so-called “nutraceutical”.

Public interest in the spice’s ability to relieve inflammation, improve liver function, relieve chronic pain and aid digestion has led it to be sought after as a supplement and in a range of food products. .

Turmeric and its main active ingredient, curcumin, can now be found as an added ingredient in several items on supermarket shelves such as sauces, smoothies, soups, teas, salad dressings and even packaged products like cereals. . It can also be used as part of a rub for meat or fish and its distinctive yellowish and orange color adds vibrancy to cheese, mustard and dry seasonings, without affecting taste.

Turmeric’s emergence as a “food to watch” began when Google Trends data recorded a 300% increase in searches for it between February 2012 and February 2016. This led to the spice being listed as the number one food trend in the search giant’s ‘Food Trends’. 2016: Report from the United States as well as other foods that still get attention, including jackfruit, cauliflower rice and sourdough bread.

Since 2016, turmeric has been consistently mentioned in the “food trends” conversation and it isn’t expected to end anytime soon. In fact, a CBI study dated January 2022 found that “Globally and also in Europe, consumption of turmeric longa (aka turmeric) is expected to increase by more than 10% per year over the next five years.”

The CBI added: “The trend towards healthier diets is likely to remain the main driver of food market developments over the coming decades. This trend will have a positive impact on the demand for spices such as turmeric longa. »

Sourcing turmeric in its purest form is one way to ensure you stay ahead of the curve when it comes to demand. The spice is grown in various parts of the world, including the Caribbean, and is most potent when fresh and uncultivated.

The Belizean company called Naledo has a head start in this regard, as it was the world’s first manufacturer of wild-crafted ‘Truly Turmeric’ whole root paste.

Founded by mother and daughter Umeeda and Nareena Switlo in 2016, Naledo is a social enterprise that works directly with over 300 small-scale producers based in Toledo, Belize to create a sustainably produced product from forest to table with minimal impact on the environment.

Naledo has won wide recognition and awards for its 100% natural turmeric products, which also include fresh juices and even a skincare range. She has also won admiration for her commitment to paying her farmers six times the fair trade price for their produce.

The company will participate in the upcoming Specialty & Fine Food Fair on September 5-6, 2022 in Olympia, London, as part of the “Absolutely Caribbean” pavilion made up of small businesses supported by the Caribbean Export Development Agency and the European Union .

At the event, Naledo will showcase its flagship product “Truly Turmeric” which comes in four sizes and two flavors – original and black pepper. The ingredient list for the original flavor is whole root turmeric, cold pressed coconut oil, fresh lime juice and sea salt. the range of black peppers.

The turmeric variety grown by the Naledo team is called Allepey and it has the strongest color and deepest flavor of all turmeric types. Allepey normally contains about 5% curcuminoids, but Naledo’s turmeric contains 7.6% curcuminoids, according to the company’s website.

Naledo’s “Truly Turmeric” Paste is currently sold at over 1,000 retailers in Canada, America, UK, Europe and online.

The taste, flavor and story behind Naledo made it stand out from the crowded turmeric market which was further propelled by the COVID-19 pandemic.

Since the global health crisis took hold in February and March 2020, Google Trends data has highlighted a 670% increase in searches worldwide for “diet” and “immune system”. And the global nutraceuticals industry is expected to reach $722 billion (US) by 2027, with sales in the immune-boosting foods and beverages segment expected to exceed $17 billion (US) by 2025.

Public interest in turmeric and its health benefits is therefore not expected to wane anytime soon, so it seems likely that this “trend” could turn into more than just a passing phase.

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Freeda S. Scott