When it comes to marketing, a lot of fancy words make it into the dictionary. According to celebrity chef Ranveer Brar, the term superfood is nothing but a ‘marketing ploy’. He explained to Bollywood actress Soha Ali Khan how superfoods are defined, and why those who want to sell their products want to.
Superfoods unavailable? Ranveer Brar explains the marketing approach behind the term
While speaking with Soha Ali Khan, Ranveer Brar explained the concept that the food industry works on a cause and effect approach. Without understanding the meaning, and just to build credibility, brands today name 10 compounds in an ingredient.Ranveer told Soha, “The word superfood. Who invented this word? It is a marketing ploy. Who defines superfood? The company that wants to sell a product defines superfood.”He added that the consumer is provided with information for the sole purpose of selling the product, whether directly or indirectly. “‘Superfood’ is a word created with the goal of selling a product. What we need to do is understand their effects on our bodies and find answers based on those effects,” he said.
Ranveer Brar and the conversation about food is important
Elsewhere in the conversation, Ranveer Brar spoke about the baby millets and their endless benefits. He shared millets like nashini (ragi or finger millet) which contain micronutrients and are a rich source of calcium.
He continued listing other vegetables, fruits and nuts and highlighted their main benefits. “I look at our berries, including jamun (Indian blackberry) and phalsa (Indian sherbet berry); they are brightly colored fruits and very high in antioxidants,” he said.He also mentioned that makhana (fox nut) which is high in fiber is another powerful ingredient to add to the dish. “You had these components, and as a culture and a civilization, we were taking an influence-first approach.
Eat it because it’s good for you. Even with haldi,” he explained.“Our culture has been to advance the effect and, unfortunately, to sell things you need the cause first… Ayurveda is the effect first. Our science is designed differently,” he added.Thus putting an end to the superfood confusion. It also highlighted the underdogs in the industry in question.