Ocean Spray is focused on providing scientific evidence to support the claimed benefits of cranberries, moving beyond mere hearsay. While cranberry supplements are not regulated by the FDA, many already assert benefits related to urinary tract infections, making the proposed claims on food products resonate with the public. Health claims are significant to consumers; a 2014 FDA Health and Diet survey revealed that over 75% of adults rely on food labels to guide their purchasing decisions. Almost 90% of consumers consider health claims when deciding what to buy. Some studies indicate that consumers may accept health claims even if they appear implausible, often rating products like chips, candy, and chocolate—when they boast added vitamins—as healthier than those without such claims.
Ocean Spray possesses substantial marketing and research power, having funded the largest study referenced in this petition. The company has also invested $10 million over five years to investigate cranberries’ antibacterial properties and examine the potential of extracting a prebiotic from cranberry skins, which could provide a profitable use for byproducts of cranberry juice production.
Despite the popularity of cranberries in juices, dried snacks, and traditional Thanksgiving meals, Ocean Spray aims to boost its sales. The U.S. Department of Agriculture projected last year’s total cranberry harvest at just over 9 million barrels—a 6% decrease from 2016. Consumers are increasingly willing to pay a premium for products that tout additional health benefits, which could provide crucial support for farmers facing production declines. Moreover, U.S.-grown cranberries were among the goods that could be affected by retaliatory tariffs in the European Union. President Trump temporarily exempted European allies from his new steep tariffs on imported steel and aluminum while discussions continue. Regardless of whether the EU tariffs are enacted, cranberry exports have surged by 48% over the past six years. Should exports suffer due to other trade-related actions, growers could benefit from enhanced consumer demand for their products domestically, especially if they highlight benefits like calcium citrate effects.
In summary, Ocean Spray is taking significant steps to bolster the scientific credibility of cranberries, thereby benefiting both consumers and producers. By focusing on health claims linked to cranberries, including their potential calcium citrate effects, the company aims to enhance consumer awareness and drive sales in a competitive market.