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What is Chia?
• Chia (Salvia Hispanica) is an oil seed crop producing small oval shaped white or black seeds with a diameter of approx 1 mm.
• Compared to other cereal crops chia contains more protein, lipids and fibre, less carbohydrates and no gluten.
Kununurra is the ideal growing location
Latitude
Climate
Day Length
Water
Established infrastructure
Skilled farmers
Omega 3
• Good source of EPA /DHA • Long chain Omega 3 for brain and
eye development• Not suitable for inclusion in all
products• Sustainability issues• Hooper et al. BMJ, 2006
• Renewable oil seeds with high omega-3 ALA content
• EPA and DHA available from Algae• Sustainable farming• No heavy metal issues • Good taste
Why Omega 3?1. Anti‐inflammatory and anti‐thrombosis activity2. Heart health – prevention of coronary heart disease3. Type II diabetes – lowers blood glucose level
Global Health and Wellness Trend
• H&W is a highly dynamic category, shaped by the impact of new trends⇒ Basis for segmentation is the adoption curve
• Different trends are at different stages of adoption– i.e. Gluten free (innov’) vs. wholegrain (mainstream)
• Different life styles & the role H&W plays– From enthusiasm & self identity to reluctant to adopt
• Shapes their H&W being attitudes and the propositions that resonate with them
– From deep understanding to seeking ‘magic bullets’
⇒ Innovate to engage early adopters and move along the adoption curve
Consumer awareness of Wholegrain is here to stay. The low carb diet has had the positive effect on the bread market educating consumers about good nutrition,!
A 5 Year Trend is Not a Diet Fad!
Global product launches of breakfast cereal with Omega 3 have experienced sustained strong growth over the past 5 years!
Source Mintel GNPD
Omega 3 Claims in Breakfast Cereal
Harvard School of Public Health and others have redesigned the food pyramid to recommend plant oils at most mealsThe Heart Foundation recommends daily intake of 2g of plant Source Omega 3 every day, in addition to 1g of EPA/DHA.
Chia seed is the highest known plant based source
of Omega 3. Due to specialised growing
conditions we guarantee the Omega 3 ratio
http://www.hsph.harvard.edu/nutritionsource/what-should-you-eat/pyramid/http://www.heartfoundation.org.au/Healthy_Living/Eating_and_Drinking/Fish/Pages/default.aspx
Plant Based Omega 3
36gDietary Fibre
20gOmega 3
6.4Omega 6
20.4Protein
9.5gVitamins
and Minerals
7.6unsat fat
Seed composition per 100g
Chia Seed ~ Designed by Nature
Chia Seed Nutrition
Other
Dietry Fibre47.4g
Protein26.8g
Vitamins and Minerals 9.5g
Carbohydrates 6.4
Omega 3 4.7g
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Omega 3 60%
Omega 620%
Saturated 11%
Mono Unsaturated 9%
Tests conducted by: Food Laboratories Australia Pty Ltd
Composition per 100g Chiatah Meal
Chia Fibre and Protein Meal Chia Omega 3 Oil% per litre
Chia can be fractionated into functional ingredients, gluten free meal/flour and Omega 3 oil.
Chia Meal and Chia Oil
Ingredient provenance grown by Australian
farmers that are passionate about bringing nutrition
to the world
Natural fibre
+Plant based
Omega 3 ALA+
Protein+
Antioxidants
Thickener
+
Highly Viscous
Gelatinous
+
Texture
Nutritional Functional+
Chia = Nutrition and Functional Benefits
Food Science Australia: Viscosity Analysis of Chia Flour
Photo of a single seed after 20 hours hydration. The seed’s separation from the glass demonstrates the envelope of gelled material surrounding the seed.
Chia Keeps Consumers Fuller for Longer
Market Segmentation
Resellers
Buy bulk Chia and on sell
ProcessorsValue add to Chia through retail
packaging or processing into oil/meal flour
Food ManufacturersBread and bakeryCerealDairyMeat
Transactional Strategic• Short term relationships order by order
• Negotiation on price
• Margin fragmentation
• Far away from the end customer
• No supply chain transparency
•Longer term profitability
• Supply contracts
• Flattened transparent supply chain
• Higher potential to deliver value
• Value in The Chia Company Brand
Passionate about bringing Chia to the World
Expert Farmers, Knowledgeable, Passionate, Enthusiastic, Committed to Quality and the Environment