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Healthy Food for High Performers – Theme at America’s Cup in MalmöIn conjunction with the sailing event in Malmo earlier this month, Luis Vuitton act 6 & 7, a part of Americas Cup, a food seminar was held which dealt with the challenge linked to high performance and nutrition, and the marketing of functional food.
How to stay healthy during extreme conditions is very much a matter of food. This theme was addressed by Roger Nilsson, Medical Doctor and a well known yachtsman who has participated as navigator in several Volvo Ocean Round the World Races. The races are getting tougher, lighter boats, more sail surface, less crew, less everything on board, and increased stress levels. During the more or less extreme conditions, nutrition is a crucial competitive edge if managed right. How to compensate for 5000 kcal per day without loosing the muscles, while the stress causes a catabolic situation in the body with increased insulin resistance? Dr Nilsson sent the message to the representatives of the food industry: Extreme sailing asks for better food solutions. And the audience got the following definition of yacht racing: “The fine art of getting wet and becoming ill while slowly going nowhere at great expense…”
Peter Wennström from Health Focus Europe spoke about food and health choices among consumers. Wennström examined how consumers in different markets relate lifestyle and health problems. People might worry about their health, but it is not until the consumer perceives a health problem that he or she changes the shopping pattern towards more functional foods and healthy alternatives. Wennström also covered nutrition and health drivers in Europe. Cardiovascular diseases and cancer is what most consumers in the Nordic region are concerned about. High cholesterol level is surprisingly not seen as a major problem by the consumers in the region even if it is a serious problem. Communication through products and innovative packages can change the consumers mind and boost health prevention issues in the mind of the consumer.
Rolf Bjerndell, Managing Director of Skånemejerier explained how his company has developed into a leading functional foods supplier. The importance of first mover advantage was emphasised, coupled with a network within the scientific society which makes it possible to use knowledge that belongs to the cluster but not to the company. Functional food shall be regarded as a category of itselt, and health must be a core value in the organisation. Direct contact with retailers and consumers is an crucial condition – and here Bjerndell quoted the ice hockey player Wayne Gretzky: “Winning is knowing where the puck is going next”.
Finally, one of the leading thorax transplantation surgeons in the world, Professor Stig Steen at University hospital of Lund, addressed the importance of the general condition of his patients for a successful transplantation. In our daily lives unhealthy eating and lack of exercise has a severe impact on the heart condition. While waiting for a heart transplantation the eating and thereby general condition is life decisive. New products are required to meet the need. Together with the Swedish based company Indevex, a healthy nutrition base Indevex NGC (Natural Glycemic Control), has been developed at Igelösa Life Science Community outside Lund.
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