P2JW291000-0-R00100-1--------XA ADVERTISEMENT A4,397-MILE FOOD DRIVE TO #DEFYHUNGER. This summer,over4,000 MINI Owners motored across the countryto #DefyHunger,raising 1.3 million meals* forFeeding America®. Learn more: defyhungertogether.com | #mtts2016 *$1 helps provide 11 meals secured by Feeding America on behalf of local member food banks. ©2016 MINI USA,adivision of BMWofNorth America, LLC. The MINI name, model names and logoare registered trademarks. JOURNAL REPORT © 2016Dow Jones & Company. All Rights Reserved. THE WALL STREET JOURNAL. Monday, October 17, 2016 | R1 S HIGHLIGHT R8-12 MORINGA CONSUMER- TREES REGENERATIVE FRIENDLY grow in tropical and GRAZING products with less temperate climates uses cattle or sweetener may get and produce bison to enrich a boost from nutrient-rich leaves cropland. bitterness-blocking year-round. mushrooms. THETHE NE NEXTXT HOTHOT TRENDS TRENDS IN IN FOFOODOD Yo u may not have heard of moringa or regenerative grazing yet. But there’s a good chance you will before long. NEW SPIRULINA, JACKFRUIT PLANT WATERS blue-green has a meaty such as cactus algae, completes texture and absorbs water are popping the natural color the flavors in which up in mainstream palette for it is cooked. stores. food makers. ETTY IMAGES (6) /G TO CKPHO TO IS the yuck factor in the U.S.,” Mr. Garfield ing of moringatrees in the U.S. as aware- BY JULIE JARGON AND ANNIE GASPARRO says. nessgrows. But cricketsaside,food expertshave She adds that moringa’sappeal extends OT TOOFAR IN THE FUTURE, when youreach fora identified the super-healthyfoods—and beyond its nutritional benefits to its “in- healthydrink,itmight be full of waterfromacactus. concepts—that arehitting supermarket credible narrative.” Female farmersiN Your main course at dinner might be apear-likefruit shelves,and have the potential to become Ghana and Haiti grow moringaasameans from Southeast Asia that does aremarkable job of imi- the next açaí berryorcoconut water. of supporting their families,she says. tating meat. Thenextcandy bar your children biteinto Here’s a closer look at them. “People want to knowthe storybehind might be infused with mushrooms that help cut down their food, and this is aproduct that helps on the sugar needed to sweeten the treat. And their THE NEXT SUPERFOOD empower women.” breakfast cereal might be colored with algae instead of MORINGA N chemicals. THE NEXT BUZZWORD Whythe wave of exotic de- Looking Moveover, kale—there’sanew super REGENERATIVE GRAZING lights? Nutrition science—and green. Theleavesofthe moringaoleifera customers’ rapidly changing tastes—are forcing the food for the next tree,grown in Haiti, partsofLatinAmer- “Grassfed,” onceaprogressiveterm in business to search ever farther afield for new edibles. açaí berry icaand Africa, aredrawing interest from the food world, has become amainstream Everybody knows standards change—fat wasbad, forin- trend watchersfor their nutritional con- buzzwordused to attractconsumerswho stance, until the big no-nos became carbs and gluten—and or coconut tent. Theleavescontain high levels of want to eat beef that doesn’t come from each time they do,arash of newproductsappear that water. calcium, potassium and protein, as well cows raised in feedlots. It has expanded claim to be packed with good stuff and free of thingsthat as vitamins A, B, C, D and E. Because the from expensivemeat sold at Whole Foods cause harm. trees cangrowinboth tropical and tem- Market Inc.and steak burritos at Chipotle But nowit’snolonger enough to claim aproduct is sim- perateclimates and produceleavesyear- Mexican Grill Inc.toChili’sGrill &Bar, ply free of something that’sfrowned upon. Consumerswant to knowthat the bad round that canbeeaten fresh, cooked or which recently began offering grass-fed ingredient hasn’t been replaced with something equally bad or worse. And they dried without losing their nutritional burgers,and Annie’sMac &Cheese,which want to knowthe storybehind their food—howitwas grownorraised, and whether content, moringaisbecoming an attrac- uses milk from grass-fed cows. its production and distribution was kind to the environment. The less processed tiveadditive. Now, Ms.Abbottargues,it’snot enough and simpler the ingredients, the better. That hasleftfood and restaurant companies Shipping fresh leavesfromsofar away just to knowthe diet animals were fed, rushing to clean up their labels with ingredientsderived from natural sourcescon- would result in spoilage, so therecur- but also to understand the impact those sumers caN understand and pronounce. rently isn’t anyfresh moringacommer- animals have on the environment. Foratrend to go mainstream, it has to provide health benefits, be easily com- cially available in the U.S.,according to Thereisagrowing movement called prehensible,makeeconomic sense forthe manufacturer,and of course tastegood, Melissa Abbott, vicepresident of culinary regenerativeagriculture, in which differ- says David Garfield, food-industryconsultant at AlixPartners. It’sevenbetterif insightsatHartman Group,afood con- ent farming practices areused to restore the product tells astory and has third-party verification, such as acertified-or- sulting firm in Bellevue,Wash. So it’s soil degraded by planting and harvesting ganic label. currently being sold as apowder and in crops.One way to regeneratethe topsoil Of course, not all foods that are popular on the fringe go mainstream. Cricket energy shots, barsand teas at retailers is to grazecattleorbison on land used bars, forinstance, haven’t takenoff in the U.S.,eventhough eating insectsiscom- including Target Corp.and Amazon. Ms. forgrowing crops,because their manure mon in 80% of the world and they arehigh in protein. “It will be hardtoovercome Abbottexpectstosee commercial plant- Pleaseturntothenextpage INSIDE The Supermarkets’ Best What’s Behind NotYour Father’s McNuggets Weapon: Produce the Commodities Glut Famous food products change to To counter online grocers, physical The boom-bustproduction cycle meet consumers’ health priorities storeshighlight their fruitsand has expanded acrossthe globe R4 vegetables R3 R2 As Crop Prices Fall, Farmers ABuck for Broccoli? Focus on the Seeds When Health Labels Hurt Paying your children to eattheir Newservices collectdatafrom Consumersexpecttolike“light” fruit and veggiesmay create good their members, giving growers and “reduced-salt”foods less long-term habits information about what works best R2 R3 R6 BigBets on No Frills The Battle AgainstFood Deserts AFood Empireina Aldi, aGerman deep-discount Asearchfor newsolutions to Changing World grocery chain, is expanding into manypoor Americans’ limited Cargill’sCEO reflects on GMO food, wealthier areasofthe U.S. access to healthyfood record harvests and climatechange R3 R4 R6 P2JW291000-0-R00200-1--------XA R2 | Monday, October 17, 2016 THE WALL STREET JOURNAL. JOURNAL REPORT | FOOD The Supermarkets’ Best Weapon: Produce In the battle against e-tailers, physical stores are placing their bets on fruits and vegetables high traffic areas to grab at- BY SARAH NASSAUER The In-Store Edge tention and keep sales moving. Consumers arereluctantto But metal doesn’t have a BERNIE DAVE, aregional man- buy produceand other fresh “farmersmarket” feel, so the ager for Wal-Mart Stores Inc. food online. The percent companyisbuilding itsown near Detroit, starts his weekly surveyed who said theyhad versions with wooden exteriors store visits in the backrooms made an online purchase in that hide the metal frame,says of the produce departments. these categories in the prior Jamie Postell, director of pro- Mr.Davechecks the “crisp- 12 months: ducefor the company. ing” stations whereworkers “We are working on devel- keep lettucefresh longer by Clothing ............................................ 52% oping an ideal display,” Mr. washing it, cutting off the Books ................................................. 43% Postell says.“It is somewhat browned ends and culling any CDs, DVDs, Blu-Raydiscs ..... 31% of an art.” crushed leaves. It is one of sev- Wal-Mart has long strug- Beauty, cosmetics products 27% eral upgrades Wal-Mart is mak- gled to become known forthe ing to itsproduceareas—im- Children’stoys, durables ........ 22% best produce, not just low provinglighting,training staff Jewelry .............................................. 21% prices on bananas, onions or to bettercarefor fruitsand Petfood, pet supplies ............. 19% other staples.GregForan,Wal- vegetables,and putting produce Mart’sU.S.CEO of two years, Groceries (packaged food).... 18% in bins that mimic wood grain is pushing stores to change. and aim to givethe section the Sporting goods ............................ 16% During asurprise visit to a feel of afarmersmarket. Groceries (fresh food)............. 12% Wal-Mart in Dearborn, Mich., “There has been a massive earlier this year,Mr. ForaN Source:Morgan StanleyAlphaWise survey improvement on fresh from of 5,000 consumers in fivecountries, spent “80% of his time in pro- April-May2016 wherewewereat,” says Mr. BFRESH duce,” says Mohammed Saleh, Dave,who started at the com- Bfresh stores bought branded green and wood cases to hold its produce, for a premium touch. THE WALL STREETJOURNAL. co-manager of the store. panymanaging stores nine Theexecutivewalked work- years ago. tiny 0.16% of the $670 billion Wal-Mart U.S. in a March call Bfresh, achain of smaller source.“Theglobal supply ersthrough newproducere- While Wal-Mart and other food and beveragemarket, ac- with investors. stores in cities meant to at- chain might be easier to exe- quirements.