• Food Navigator USA , Thursday, September 11, 2008 10:15 AM

Ocean Spray, the cranberry agricultural cooperative, is forking out $50,000, as well as a year's supply of cranberry products, to the winners of a competition to find the most innovative cranberry recipe at both the foodservice and consumer level.

Marketing efforts such as this have resulted in a growing consumer awareness and interest in cranberries, especially for its benefits for urinary tract health. Although the berries hold no health claims in the U.S., Ocean Spray has in large part carried the message through to consumers via awareness campaigns that do not form part of its direct product or juice ads.

As well as promoting awareness of the berry's benefits, Ocean Spray's efforts also aim to promote awareness of the product's versatility in different applications. The current contest has already drawn up a list of finalists that have used the berry in dishes such as Zesty Sweet Potato Gratin with Cranberry Crisp, Cranberry-Thai Glazed Flame-Roasted Pork Loin, and Warm Chevre Crostini with Cranberry Basil Tapenade.

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