African Superfoods – Waiting to be tapped!

Superfoods are foods, mostly plant based that are thought to be nutritionally dense and thus good for one's health. Let’s just say they are nutrient-rich foods considered to be beneficial for health and general well-being. Superfoods are believed to have unusually high content of antioxidants, vitamins, and other nutrients.

 When incorporated into a well-balanced diet, superfoods can promote heart health, weight loss, improve energy levels and even reduce the effects of aging. Antioxidants found in many superfoods may help prevent cancer, while the healthy fats can reduce the risk of heart disease. Fiber, which is also found in many superfoods, can help prevent diabetes and digestive problems while phytochemicals have numerous health benefits including reducing your risk of developing cardiovascular disease. Superfoods are also known to protect your organs from toxins, help lower cholesterol, regulate metabolism and reduce inflammation while the high vitamin and mineral content will ward off disease and keep you healthier.

 Africa, being one of the most blessed continents on earth has a very wide range of superfoods that can be utilized for national growth through sustainable commercialization. A recent report by the World Bank Group entitled ‘Growing Africa : Unlocking the Potential of Agribusiness’ had said that, Africa’s food systems is currently valued at US$313 billion a year from agriculture, and it could triple if governments and business leaders radically rethink their policies and support to agriculture, farmers, and agribusinesses, which together account for nearly 50 percent of Africa’s economic activity. It’s about time for Africa to rethink their agribusiness and capitalize on this abundance of high potential yet under-utilized crops.

Superfoods were earlier ignored by America and Europe because they were seen to be backwards and rural. But, the new trend of organic and healthy eating has made superfoods a major requirement in every meal. Over the years, Western countries such as France, USA, UK, Holland, Germany and Canada have been introduced to fast food which has consequently increased the rate of obesity and other illnesses in these regions. Now they have woken up to the importance of these crops and with at least 75% of America’s shoppers buying food for health maintenance, superfoods are the only sustainable solution to the growing demand for healthier diets. Also its recent popularity in the media can be said to be one of its growth drivers.

Meanwhile, Africa cannot just dig up what it grows and sell abroad. Africa needs to produce at a much higher scale, process it into what we want to eat here in Africa, and then export it. This way, the continent will be creating jobs as well as generating revenue through exports to improve the welfare of its people. Unlocking the huge potential of these agro-commodities will develop agricultural value chains, agro-allied industries and allow our agro- allied industries to become more competitive in global food value chains.

Let us look at a few superfoods of African origin that can be commercialized.

1. Tiger Nut

Tiger nuts, one of the hottest superfoods in the market, are not, in fact, nuts. These wrinkled, marble-sized orbs are small, tuberous rhizomes of a sedge grass loaded with vitamins and minerals, such as iron, magnesium, and calcium. Tiger nuts are rich source of antioxidants, which are beneficial compounds that protect the body against aging, cancer and heart disease. They also assist to improve digestion, reduces blood sugar, boost immunity and lowers the risk of diabetes.

Tiger nuts can be eaten freshly dug out of the ground, roasted, boiled, or juiced. They can as well be packaged tiger nuts have been dried to make them shelf-stable; they’re also sold as tiger nut flour and tiger nut milk.

2. Teff

Teff is the main ingredient used to make the traditional Ethiopian flatbread Injera which is a regional staple.  Its flour pancakes are a great option for vegans looking for an energizing breakfast. Teff is grown predominantly in Ethiopia and Eritrea. It is a fine grain that packs a serious nutritional punch. It leads all the grains by a large margin in its calcium content. It is also high in protein, iron, and also in vitamin C, which is unusual for grains. It also has an enormous amount of protein which is good for our muscular, nervous, and cardiovascular systems. It contains 69% of our daily value of Magnesium which can help us avoid migraines, heart attacks, and diabetes.

Export of Teff grain or flour have been banned by the Ethiopian government since 2006 but Eritrea can still export this superfood.

3. Moringa

If you can disguise the heavy chlorophyll taste, moringa oleifera gives you one of the most nutrient-dense package around. Native to Africa and South Asia, all parts of the moringa tree – bark, pods, leaves, nuts, seeds, tubers, roots, and flowers – are edible. The leaves are used fresh or dried and ground into powder, and are high in protein, calcium, iron, Vitamin C and Vitamin A. Some estimates show that gram-for-gram, moringa contains twice the protein of yoghurt, four times the calcium of milk, seven times the Vitamin C of oranges and 25 times the iron of spinach.

Moringa fights inflammation, helps reduce some types of diabetes, protects the cardiovascular system as well as supports brain health.

Moringa is especially promising as a food source in the tropics because the tree is in full leaf at the end of the dry season when other foods are typically scarce.

4. Baobab fruit

The iconic baobab is a common tree in Eastern and Southern Africa’s Savannahs, and its fruit provides nutrition to both humans and animals. Baobab fruit is very dry so it keeps almost indefinitely, and it is used to make juice from its powder by soaking the fruit and straining out the pulp and seeds.

Baobab fruit is particularly high in antioxidants, as well as fiber (10 times the fiber content of apples), potassium, magnesium and iron.

Powdered baobab leaves are commonly sold in markets around West Africa, and can be mixed in to juices and smoothies.

5. Tamarind

Native to tropical Africa and prized for its sweet-and-sour flavor, tamarind (also known as ukwaju in Swahili) is used to make juice, and is rich in vitamins, minerals and antioxidants. Its sticky pulp is a rich source of dietary fiber. About 100g of fruit pulp provides over 13% of the dietary fiber that you typically need in a day.

Tamarind is particularly useful for restoring electrolyte imbalance when you’re experiencing dehydration, which is why many East African coastal communities will serve a glass of ukwaju to a guest coming in on a hot day. It also works very well as a hangover remedy! Tamarind helps support the digestive system, battle insomnia, maintain a healthy blood pressure, and improve the kidneys health as well as fight infections. Tamarind is also great for keeping the skin and hair vibrant and strong.

 6. Amaranth

If you’re looking for a highly nutritious cereal, buy one that is amaranth based. Amaranth might have cancer-fighting properties, and the ability to lower blood pressure and cholesterol. It also has a protein content comparable to that of animal protein. The plant’s leaves have a significant amount of beta carotene, which is great for the eyes and skin. Amaranth is Gluten-Free, provides essential lysine and helps with hair loss or greying.

There is a very good opportunity of exporting these African superfoods to European and American markets due to the continuous increase in demand for healthy foods. A changing understanding among consumers of what it means to be healthy is driving the demand for health products. European and American consumers use health products to prevent diseases, increase energy and improve their immunity. African producers and entrepreneurs can therefore tap into this opportunity by cultivating these crops and exporting them either raw or processed.

Needless to mention, the significant value add comes only when the African Superfood is processed in Africa and then exported out of Africa.

While processing these crops for export, it is important that all the legal requirements of the regulators in the country which is importing are strictly followed. These products must be safe for human consumption and traceable thus quality assurance is very critical in the production process. African suppliers must have a Food Safety Management System in place in the country that they intend to export. Consumer preferences on color, mesh, moisture content and microbiological composition should be thoroughly research and incorporated during processing.

Packaging of African Superfoods is as important as the content. Superfood manufacturers in Africa should endeavor to make visually attractive packaging especially in case it is a startup. Each package should have a simple look that conveys that its products are of top quality and balanced by a wholesome ‘earthiness’ as well. Environmentally friendly packages such as a stand-up pouch can be used for dried fruits, tube can package with lid for the flours or a seal and box packaging style can be used for spices. Each of these packages can be stamped with a message by highlighting just one of the benefits of each superfood that goes beyond its nutritional value and  give the value for money impression.

For Western markets, labeling is very important. The labeling must contain information such as product name, batch code, place of origin, name and address of exporter, date of manufacture, best-before date, net weight and the recommended storage conditions.

Yes, meeting all the legal requirements and having an attractive packaging do not guarantee sales. Therefore, each African company needs to have its own unique marketing style that will appeal to it target audience. Generally, the way superfoods are displayed in store is key to how they are perceived by customers. Creating eye-catching displays, implementing offers and distributing samples are useful marketing techniques. Supplying recipe ideas in-store also is a great marketing tool to showcase the versatility of superfoods. Many quick meals and snacks such as juices, smoothies, superfood salads, stews and soups can be made with superfoods. Thus giving an idea of how to make it faster is likely to appeal to young consumers with busy lives. Such trendy products like African Superfoods need to be made available on e-commerce platforms and aggressively marketed through social media.

Africa currently accounts for about 50% of the world’s arable farmland. Therefore each African country should implement agricultural policies which provide support (might be through loans or provision of equipment, insecticides and pesticides) that will allow the farmers cultivate the land profitably. This will enable both the Government as well as the citizens to get organized and tap into the export potential of African Superfoods fully. This will finally help to ensure sustainable trade and build economies.