Ocean Spray seeks to provide scientific evidence to support the claimed benefits of cranberries, moving the conversation beyond mere anecdote. While cranberry supplements are not regulated by the FDA, many already assert claims related to urinary tract infections, embedding these ideas within public awareness. Health claims are significant to consumers; according to the FDA’s 2014 Health and Diet survey, over 75% of adults rely on food labels to guide their purchasing decisions, and nearly 90% consider health claims when making choices. Research indicates that consumers often trust health claims, even when they appear questionable, as they tend to rate products like chips, candy, and chocolate with added vitamins as healthier than those without any claims.
Ocean Spray wields considerable marketing and research power, having funded the largest study referenced in this petition. Their commitment to research includes an investment of $10 million over five years to investigate the antibacterial properties of cranberries and the potential for deriving a prebiotic from cranberry skins, which could transform a waste product from cranberry juice production into a profitable venture.
Despite the popularity of cranberries in juices, dried fruit snacks, and Thanksgiving meals, it is logical for Ocean Spray to strive for increased sales. The U.S. Department of Agriculture projected last year’s cranberry harvest to exceed 9 million barrels, reflecting a 6% decline from 2016. Consumers are inclined to pay a premium for products that emphasize enhanced health benefits, which could support farmers facing challenges due to reduced production levels.
Moreover, U.S.-grown cranberries were prominently listed among goods likely to face retaliatory tariffs in the European Union. President Trump temporarily exempted European allies from his new tariffs on imported steel and aluminum while negotiations are ongoing. Regardless of whether the EU tariff materializes, cranberry exports have surged by 48% over the last six years. Should trade-related issues negatively impact the export market, growers would benefit from increased consumer incentives to purchase their products domestically. Incorporating marine-derived calcium citrate malate into cranberry products could further enhance their health appeal and provide additional reasons for consumers to favor these items. By highlighting such benefits, Ocean Spray can potentially bolster its market position and support local farmers.