The Fruit Growers News - November 2002

When customers showed up this spring with prescriptions from their doctors advising them to eat more berries, especially black raspberries, Oregon grower, Don Sturm took notice. Oregon grower Don Sturm advertises the health benefits of the berries he grows - red raspberries, black raspberries and blueberries. The health information is also included on his Web site at www.sturmsberryfarm.com.
“It began in April after a new study by biologist Gary Stoner of Ohio State University was published in various medical journals.” says Sturm from his 100-acre farm in Corbett, Ore. that’s been in the family for 40 years. These individuals, who continue to call and stop by, are cancer patients with advice from their oncologists and other physicians with specific instructions to eat more “blackcaps” along with ample helpings of other berries. It seems the darker the pigment, the better.”

Stoner reports that there was a 60-80% reduction in colon tumors in rats fed high levels of black raspberries. In the study, the rats that were injected with a cancer-causing agent and then fed the berry-rich diet had 80% fewer malignant tumors compared to those without berries in their diet.

“People have known for years that the healthiest diets are rich in fruits and vegetables,” Sturm explains, “but lately the new scientific research seems to prove more. This latest study obviously is making an impression on doctors because my phone continues to ring with folks asking for black raspberries. We’re very grateful and thrilled that the medical community believes in the merits of wholesome foods, especially this power-packed berry,” Sturm said.

In the past, he sold the bulk of his black raspberries to processors who make purple dye that’s used for stamping USDA meat and also hard cheese. Their customers weren’t particularly interested in this berry before, except for those who like to make jam.

“But then we saw an increase in sales and public awareness when Stoner’s study was released, and then again in June when Newsweek health reporter Anne Underwood wrote about the benefits of berries with a paragraph on our farm,” Sturm said.

Underwood is also a co-author of the new book, “The Color Code: A Revolutionary Eating Plan for Optimum Health.” Together with James Joseph and Daniel Nadeau, they explain how scientists are learning more about the disease-fighting compounds found in fruits and vegetables. It’s apparent that the more vibrantly colored the food, the more protection it may have against specific diseases such as cancer, arthritis, memory and vision loss.

“Anne found us after talking with public relations director Cat McKenzie at the Oregon Raspberry and Blackberry Commission in Corvallis, Ore. I’m involved with the association and our farm has a link on their Web site. It seems Anne had never seen or tasted a black raspberry before, so we happily sent off a big box of berries FedEx so she could learn more. She called the next day with a glowing report on the taste and texture, asking us more about the berry and how it’s grown,” he said.

Moving Forward
Don Sturm saw the potential for marketing his berries in a new light, and that meant taking action right away. He decided to increase production on his frozen berries so customers could have an ample supply long after summer was over. Then he created a new display on site at the farm that provided pertinent information on the health benefits of all the fruit he grows - red raspberries, black raspberries and blueberries. This same information was included on his Web site at www.sturmsberryfarm.com

He outlines the various nutraceutical benefits from berries and explains things that are becoming more familiar in daily conversation, like ORAC Values (Oxygen Radical Absorbance Capacity) - a measure of the antioxidant activity in foods. Antioxidants inhibit oxidation, which is known to have a damaging effect on the body’s tissues. When tested for ORAC Value, black raspberries have very high levels.

Sturm’s page on nutritional information illustrates how berries have high levels of ellagic acid, quercetin, anthocyanins, salicylic acid, catechins, Vitamin C and phyto-estrogen. These are all properties that help fight cancers (with particular emphasis on colon and esophageal cancers). Berries also lower blood cholesterol levels and the corresponding risk of heart disease, and facilitate the body’s ability to slow the aging process.

Today’s consumer is savvy and cares about this information, especially individuals turning 50 and older. Good health and well-being are important factors, so they’re bound to buy more when the person behind the counter or on the phone is knowledgeable and enthusiastic. They also appreciate tidbits of health news on a company’s Web site - wanting more than just product information and prices.

Sturm also believes it’s essential to make it easy and convenient for customers to shop, especially when it comes to ordering on the Internet. There’s plenty of competition out there, so providing good service is vital for success.

Sturm says they have a toll-free number and an easy-to-use “Shopping Cart” on the Web site for their frozen berries. People can simply click the button and purchase their items with PayPal, which makes it convenient for them and cost-effective for us. Depending on where a person lives, the FedEx shipping charges are already figured out. “There’s a map to click and compute the total. It’s fast and easy,” Sturm said.

Sturm also provides more information on berries and their health benefits with links to the Oregon Raspberry and Blackberry Commission, The Washington Red Raspberry Commission, Ohio State Research News, The Blueberry Commission, Oregon Department of Agriculture, USDA and other pertinent Web sites. He has a handout at the farm with all these addresses, too It’s another service customers appreciate and mention often in person or by e-mail.

Whether a grower of apples, plums or cherries....berries, broccoli or beans, it’s easy to locate the information needed for customers. Every fruit and vegetable is represented by an association or commission that’s willing and able to help with research, promotional materials and marketing ideas. All it takes is a little time and desire to go that extra mile. It’s a prescription worth trying.

For more information call Sturm toll-free at (866) 402-9058 or visit www.sturmsberryfarm.com.